Case Study: Digital Product Launch and Digital Transformation in Sales & Marketing

Case Study: Digital Product Launch and Digital Transformation in Sales & Marketing

Status Quo:
At that time, the Sales and Marketing team was already working with CRM and Marketing Automation software, but not cross-functionally and only for individual activities.


My Role: Project Owner

Time: 12 months

I guarantee 100% discretion to my clients. Because of this, I can not give any information about my client. That is why this case study is written anonymously.


My Tasks:

• Plan and support the launch
• Transform the team cross-functionally to Digital Marketing
• Exploit the possibilities of Digital Marketing, such as
    o automate customer-focused processes (easier & faster)
    o store customer data centrally
    o make tracked customer data visible
    o optimize communication between Sales & Marketing
    o reduce costs in Sales & Marketing


Start:

Preparing Workshops with the Sales & Marketing teams to develop the
– common vision & strategy
– Project milestones and rough tasks
– Project teams for the project elements


Tasks resulted from the Planning:
• Compile Persona Profiles for all Sales & Marketing activities
• Create a specification for the software
• Optimize Website and Webshop
• Improve SEO
• Implement Content Marketing
• Improve and force Social Media Marketing
• Improve Email Marketing
• Improve KPIs for Marketing Activities


Project Elements and Tasks:
1. Website Optimization:
o We optimized the company website with an appealing design, intuitive navigation, and optimized product pages.
o We improved site speed and ensured mobile responsiveness for a seamless user experience.

2. Search Engine Optimization (SEO):
o A keyword specialist agency has researched the most successful keywords to improve the organic search rankings.
o We optimized on-page elements, meta tags, and created high-quality, keyword-rich content to attract more organic traffic.

3. Content Marketing:
o We developed a blog and started publishing regular, informative, and engaging content related to the product, industry, and trends.
o We published blog posts on social media platforms, attracting a wider audience and establishing the company as an expert.

4. Social Media Marketing:
o We created social media profiles on platforms such as Instagram, Facebook, and Pinterest.
o We crafted visually appealing posts, shared user-generated content, and collaborated with influencers to increase brand visibility and engagement.
o Paid posts only delivered to the target group according to the Persona Profile.

5. Email Marketing:
o We implemented an email marketing strategy, offering exclusive discounts, new product announcements, and personalized recommendations to the subscribers.
o They utilized segmentation and automation to deliver targeted and relevant content to different customer segments.
o For the personalization we implemented a Marketing AI software.

6. Pay-Per-Click Advertising (PPC):
o We ran targeted PPC campaigns on platforms like Google Ads and social media channels to drive traffic to the website.
o We optimized the ad copy, targeted relevant keywords, and monitored campaign performance to maximize the return on ad spend.

7. Conversion Rate Optimization (CRO):
o We implemented CRO techniques such as A/B testing, heat mapping, and user feedback analysis to optimize the website’s conversion funnel.
o We made iterative improvements based on data-driven insights, resulting in increased conversion rates and improved user experience.

8. Change Management
o Train the project teams in agile ways of working.
o Transitioning the Sales & Marketing teams to agile ways of working.
o Support in dissolving hurdles and old structures.
o Monitoring the progress of the project.
o Intervene in case of delays.
o Face to face meetings to resolve blockades.
o Training of sales & marketing staff on the new software.


Financial Success:
• My Client experienced a significant increase (+80%) in online sales, surpassing their targets within 12month months.
• The website traffic grew by 50%, with a substantial increase in organic search traffic.
• Social media engagement and following increased by 70%, leading to improved brand awareness.
• Email marketing campaigns generated a high click-through rate and boosted customer loyalty.
• PPC campaigns resulted in a positive return on ad spend, contributing to increased sales and brand exposure.


People Success:
– The teams work fully digitally and in agile structures to always be close to the customer.
– Motivation has increased significantly, and the frustration factor has decreased considerably.
– The Metrics and KPIs of the sales and marketing activities have improved substantially.
– At the same time, costs have decreased.