“This is the first time we’ve ever experienced proper marketing and been able to accurately track ROI.”

Richard Simpson - Associate Director

Walkers Home Screen Equinet Media

INDUSTRY: Transport & Logistics

Their problem

Managers wanted to take the business to the next level by addressing three challenges – improve marketing effectiveness and make ROI transparent, drive high quality leads, significantly improve conversion rates and boost new business sales and the pipeline.

The results

Within 12-months, website visits per month grew 4x from 0.7k to 3k, qualified contacts rose 1,000%, qualified leads rose to 40+ per month. Over £1.4m of new business sales or pipeline (order promised) were received and marketing ROI was 1,400%.

LEADS

+320%

Within first 12 months

SALES & PIPELINE

+£1.4m increase

Within first 12 months

MARKETING ROI

+1400%

Within first 12 months

 

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Walker Transport’s journey.

A HubSpot customer case study

Walkers was a traditional road haulage business focused on ambient pallet freight. Traditional marketing hadn’t been particularly effective. Management required a new strategy, demonstrable marketing investment ROI and linkage of marketing and sales outputs to drive up the conversion rate and increase top line sales won.

case study

Decisions made

More accurately reflect the business by reposition the company as a modern, dynamic transport, logistics and supply chain partner and logical first choice solution for discerning transport and logistic managers looking to get product to UK and overseas markets.

  • Pursue an inbound and content-led marketing strategy
  • Utilise HubSpot to drive integrated marketing and sales support
  • Incorporate outbound telemarketing
  • New website, ‘CAN DO’ positioning and messages written for personas
  • Market the business as a critical logistics service (not a commodity)
  • Focus on database qualification, segmentation, email and good content
  • Introduce lead nurture
  • Upgrade sales support material to justify pricing and improve sales team conversion rates for major qualified opportunities
case study

Outputs

Equinet begun by involving a wide cross-section of staff and departments on company positioning, USP and personas to canvass opinion, signal a change in direction and secure internal buy-in. Equinet supplied a brand new website, sales presentation, major business proposal template and coordinated database cleaning, segmentation, email, lead nurturing, keyword research and optimisation, editorial calendar and blogging.

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testimonial

“Love the change in conversion rates of opportunities we focus on and sales pipeline. Thank you.”

Richard Simpson, Associate Director - Walkers Transport

Next Steps.

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