Results - Walkers

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%.

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.

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

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.