3PL Central | Campaign

A Natural Extension of Your Marketing Team

Overview

In 2016, SmartAcre® partnered with third-party logistics company, 3PL Central, to build out an integrated marketing program. As an extension of the 3PL Central marketing team, SmartAcre provided additional expertise and bandwidth to accelerate marketing ROI.

Challenge

3PL Central hired SmartAcre, a HubSpot partner, to improve paid campaigns and accelerate marketing activities. Initially, the priorities included:

  • the strategy and build-out of campaigns and assets
  • improving the integration between HubSpot and Salesforce
  • gathering and analyzing marketing and sales data to track ROI

After learning more about the marketing challenges facing 3PL Central, SmartAcre realized lead acceleration and marketing automation weren’t the only marketing components that could be improved. We recommended new campaigns which led to the creation of new landing pages and design assets, ultimately sparking a conversation about improving the entire 3PL Central website.

SmartAcre Client

“SmartAcre is a true partner to my marketing team and, more importantly, my business. From the smallest task to the largest campaign, I know SmartAcre will be by my side providing exceptional service. I trust SmartAcre everyday to help my team be the very best. From helping navigate day-to-day marketing operational needs to building new campaigns to managing our PPC or completely redesigning our website, I know SmartAcre is there. 

To me, SmartAcre is not an agency working with me, but a total extension of my team.”

Chelsea Levengood, Director of Marketing at 3PL Central

Approach

To build a solid foundation and deliver value to the client quickly and efficiently, SmartAcre leveraged a 90-day onboarding approach.

The first 30 days consisted of taking a client deep-dive to ensure client processes, systems, and challenges were clearly understood by SmartAcre. By doing so, SmartAcre could identify early roadblocks, focus on tactics that bring the most value, and launch campaigns quickly. For 3PL Central, SmartAcre:

  • Audited the current buyer’s journey to understand tactics and identify opportunities/gaps for improvement.
  • Conducted discovery interviews with internal stakeholders to refine and understand the marketing-to-sales process and 3PL Central’s key value propositions.
  • Developed targeted personas to drive content and keyword recommendations.
  • Audited the marketing and sales technology stack to pinpoint reporting gaps and identify opportunities for improvement.

 

3pl personas

 

SmartAcre used days 31-90 to focus on the implementation of all key data points uncovered during the first 30 days. For 3PL Central, SmartAcre:

  • Created initial campaigns based on the gaps identified in 3PL Central’s customer journey with specific goals to generate leads via new tactics not yet explored through paid advertising campaigns.
  • Created content, assets, and logic for workflows in HubSpot to move leads through the funnel.
  • Created email and landing page templates to improve conversion rates and support new campaigns – such as testing new offers in AdWords (free trial vs. live demo vs. consultation).

By 90 days in, SmartAcre had become a fully sufficient extension of the client’s marketing team, able to understand the overall strategy and execute across a variety of tactics to deliver results. For 3PL Central, SmartAcre:

  • Created monthly and quarterly account plans with defined goals, outlining the specific tactics to be managed by SmartAcre.
  • Ran ongoing lead nurturing campaigns focused on a central piece of content, through multi-channel outreach across email, organic, social, and paid channels.
  • Refined lead scoring and grading to pass high-quality leads to sales.
  • Provided ongoing monthly reporting including MOZ SEO report, CrazyEgg snapshots, and Google Data Studio dashboards to measure performance and influence the creation of net new strategies.

Outcomes

25%

Increase in opportunities won generated by marketing

45%

Increase in organic traffic post website redesign

75%

Increase in paid search MRR from 2016 to 2017

 

SmartAcre prides itself on delivering results quickly, which is possible thanks to efficient onboarding that also sets up a successful client engagement.

Post-Project Success

SmartAcre has a unique ability to effectively onboard new clients to not only tackle their initial challenges but also more thoroughly understand the ways in which they can improve the overall marketing and sales process. SmartAcre partnered with 3PL Central to deliver value and results aligned with their overall business goals, not just marketing metrics.

As an agile extension of 3PL Central’s marketing team, SmartAcre was able to adapt to meet 3PL Central’s diverse set of needs. SmartAcre helped 3PL Central achieve the following milestones after building a strong foundation:

  • Created a marketing roadmap including industry events, new content recommendations, and marketing campaigns.
  • Developed initial personas which are refined yearly, including updating all forms and segmenting persona data within HubSpot through workflows.
  • Took over daily management of paid campaigns, increasing MRR from paid campaigns by 75% from 2016 to 2017.
  • Overhaul of the 3PL Central Website resulting in a 45% increase in organic traffic as well as a brand facelift complete with new colors, iconography, and corporate imagery.
  • Provided new support with regard to data cleansing and lead attribution between 3PL Central’s HubSpot and Salesforce environments.
  • Launched 7 ebook promotion plans, including the State of the Industry campaign which alone resulted in 7 opportunities and 2 won opportunities.
  • Re-engaged ~1,500 prospects leading to net new demo requests.
  • Supported marketing pre- and post-show for two industry events, helping to increase brand awareness.
  • Supported key product launches, including lead and demand gen product launch plan as well as PR/media outreach.

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