B2B and B2G Growth for a Modular Structure Manufacturer with Data-Driven Marketing and Sales Automation

Overview:

A leading modular structure manufacturer, widely recognized for their successful direct-to-consumer (DTC) sales channel, sought to diversify their revenue streams by expanding into B2B and B2G markets. Facing seasonal fluctuations in their DTC business, the company aimed to maintain steady revenue during slower periods by targeting industries and government agencies with a high demand for large-scale structures. BITCADET was engaged to develop a comprehensive strategy to identify and engage key B2B and B2G prospects, leveraging digital marketing, CRM integration, and sales automation techniques.

Challenges:

• Seasonal Demand: The company’s DTC sales spiked in warmer months but declined sharply during the offseason, leading to inconsistent revenue.
• Limited Targeting of Large-Scale Buyers: Previously, their marketing and sales efforts were almost exclusively focused on individual consumers and small businesses, missing out on larger B2B and B2G opportunities.
• Lack of CRM Automation: The sales team lacked an efficient system for managing and nurturing potential leads in the B2B sector.

Solution:

1. Building Detailed B2B Personas: To better understand potential buyers, BITCADET built out detailed B2B personas for industries such as:
   • Oil & Gas Companies (e.g., ExxonMobil, Chevron)
   • Aerospace Companies (e.g., Boeing, Lockheed Martin)
   • Facilities and Infrastructure Managers
   • Automotive Dealerships (e.g., AutoNation, Penske Automotive Group)
   • Agriculture Equipment Companies (e.g., John Deere, AGCO)
   • Public Works Departments and State Department of Transportation (DOT) agencies

   These personas were crafted based on extensive interviews with past B2B customers who had purchased large structures. We identified key decision-makers, pain points, and business needs specific to each industry.

2. Lead Magnets and Tailored Landing Pages: BITCADET designed specialized lead magnets that provided value to each persona. Prior to our engagement, the company had relied on generic “contact us” forms. We introduced:
   • Whitepapers on maximizing operational efficiency with modular structures for facilities managers.
   • ROI calculators that allowed procurement directors to estimate cost savings by investing in large-scale structures during their offseason.
   • Case studies showing successful implementations in industries like oil & gas and aerospace.

   These lead magnets were housed on tailored landing pages, designed specifically for B2B buyers, offering content relevant to their unique challenges.

3. Digital Ad Campaigns, CRM Integration, and Multi-Channel Targeting: To capture and engage decision-makers from high-value B2B industries, BITCADET developed a multi-faceted digital marketing strategy that targeted key decision-makers across multiple platforms, while integrating sophisticated tracking systems for optimized follow-up.

• LinkedIn Ads: We designed ads specifically tailored to decision-makers such as Facilities Managers, Procurement Directors, and Project Managers. The ads highlighted the company’s modular solutions as a fast, cost-effective way to scale operations during the offseason. These ads were targeted based on job titles, industries, and company sizes, ensuring precise reach.
• Google Ads: Our team launched targeted search and display campaigns using industry-specific keywords such as “commercial storage solutions” and “modular infrastructure for agriculture.” These ads drove highly relevant traffic to the landing pages featuring specialized content for B2B buyers, such as ROI calculators and industry-specific whitepapers.
• Personal Facebook Ad Targeting: Using custom audiences, we also targeted decision-makers on their personal Facebook accounts. We created detailed audience segments based on job titles and industries to serve highly specific ads. These ads highlighted the benefits of investing in modular structures during the offseason, speaking directly to cost-saving opportunities and operational efficiency improvements. This allowed us to reach decision-makers in both personal and professional contexts.
• Anonymous Visitor Tracking and Outbound Follow-up: We implemented anonymous visitor tracking software on the landing pages to identify potential prospects who visited but did not convert. This triggered an immediate response:
  • Outbound Call: The sales team was alerted and initiated an outbound call to engage the visitor, armed with insights on the content they had interacted with.
  • Direct Mail Campaign: Prospects were added to a direct mailer list and received a personalized gift, such as a branded toolkit or promotional item, along with a brochure detailing the modular structure solutions. This hybrid approach combined digital and physical engagement, maximizing impact.

• CRM Integration and Workflow Automation: All leads from LinkedIn, Google Ads, Facebook, and the anonymous visitor tracking system were automatically enriched with details like verified phone numbers and email addresses, and loaded into the CRM. BITCADET developed automated workflows for the sales team that included:
  • Automated Lead Scoring: Leads were scored based on their interactions with ads and content, enabling the sales team to prioritize the most promising prospects.
  • Email Drip Campaigns: Personalized email sequences were triggered for leads, delivering value-focused content like case studies and product demos, nurturing them toward conversion.
  • Follow-Up Automation: The CRM workflows included reminders and automated follow-ups, ensuring consistent and timely engagement with leads.

1. Salesforce Enablement and Workflow Automation: BITCADET implemented a CRM workflow automation system for the sales team, improving their ability to nurture leads. Sales reps could now efficiently manage follow-ups, track engagement with content, and automate email outreach, allowing for more personalized communication with potential buyers in large industries.

Results:

• $20 million in incremental revenue was generated from B2B and B2G markets during the company’s traditionally slow season.
• The company saw a 40% increase in lead volume from industries like oil & gas, aerospace, and public works departments, with significantly higher average deal sizes compared to their DTC customers.
• Ad campaigns on LinkedIn, Google Ads, and personal Facebook targeting achieved a 35% reduction in cost-per-acquisition (CPA) by focusing on niche B2B personas with high purchasing power.
• The anonymous visitor tracking system and outbound calls led to a 30% increase in engagement with otherwise cold leads, while the personalized direct mail campaigns helped close large deals in key industries.
• The sales team improved their conversion rate by 50%, thanks to CRM workflow automation and enriched lead data.

Conclusion:

By expanding their marketing efforts beyond DTC to include a multi-platform B2B strategy, this leading modular structure manufacturer successfully diversified its revenue streams during the offseason. BITCADET’s innovative approach, which included persona-driven digital ads, anonymous visitor tracking, outbound calls, and direct mail integration, resulted in significant revenue growth and increased operational efficiency. This case study underscores BITCADET’s ability to leverage data-driven marketing, CRM automation, and multi-channel outreach to drive B2B success.