How one Manufacturer improved Customer Acquisition and Grew Revenue
Innovation on Wheels: Darcor’s Digital Selling Success
Darcor Casters & Wheels is a world leader in high performance caster solutions – helping companies and organizations in every industry to keep things rolling more easily, safely, quietly, and reliably.
The Challenge
The primary challenge was an underutilized CRM system, specifically the HubSpot database, combined with poor website engagement and lead conversion inefficiencies. Darcor aimed to revitalize its digital marketing to enhance lead generation and lead qualification processes. Darcor lacked a digital strategy and needed to better leverage HubSpot to optimize lead management and conversion.
The Impact
The project focused on addressing the inefficient use of Darcor’s substantial HubSpot database, improving low engagement and poor conversion rates on the existing website, and adopting new processes to convert Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL).
The Timeline
New Capabilities
Website Migration and Upgrade: The website was redesigned to foster improved user interaction and higher conversion rates.
HubSpot Optimization: The use of HubSpot was enhanced to ensure better lead management and conversion effectiveness.
Data-Driven Marketing: Targeted email campaigns and new social media strategies were introduced to re-engage dormant leads and optimize marketing efforts.
Business Outcomes
Lead Management: Enhanced the conversion of MQLs to SQLs, significantly improving sales metrics with a detailed dashboard to track success rates.
Website Performance: Post-redesign, the website recorded over 8,500 unique page views and a notable increase in session counts, indicating higher engagement over a 12-month period.
Conversion Rate Improvement: The website conversion rate improved from 0.8% to 2.1%, a testament to more effective engagement and call-to-action strategies.
HubSpot Optimization Results: Lead conversion rates increased by 40% and database utilization improved reactivating 25% more leads from dormant segments.
Email and Social Media Marketing: The open rates of emails improved from 12% to 15.3%, and LinkedIn followers grew by 30% reflecting enhanced digital presence.
Revenue Growth: Projected annual revenue increase of approximately 15% was directly attributable to these improved digital marketing efforts.
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