THE CLIENT: Brand Marketing Agency
A 10-person brand marketing agency was riding high with an ever-expanding client portfolio until “The Great Recession” hit their business like a crushing wave.
The husband and wife owners of the firm clearly knew that they would need to reverse course to add new leads and ultimately new clients to the roster, but several challenges stood in their way:
- If the opportunities they found were of the RFP variety, the agency could be bogged down in a very long and regimented process — and they didn’t have that kind of time.
- If initial contact was made with a marketing manager whose role was to block new firms, the agency’s path to a ranking decision-maker in the organization would go nowhere fast.
- The owners wanted to expand outside of their core Chicago market, but were highly skeptical that an outside party could help represent their high-quality brand.
During a strategy workshop with Kaul Sales Partners, we posited that the CEO of the marketing agency could speak as an equal to the highest-level executives in their most important market segment. The agency’s stellar design portfolio would lend further credibility to the message.
We planned to target the leaders of large and mid-market companies through a two-phase sales campaign that addressed the Chicago market, then a national audience.
From interested responses in the very first week of the campaign to 46 qualified conversations in the first year, our client’s campaign drew an 80% response rate from the CEO level.
In the first year alone, the agency obtained five clients as a result of the campaign — a sixfold ROI on their investment in Kaul Sales Partners. The skepticism that an outside firm could produce national results was quickly erased when their first client came from the Florida market.
Today, Kaul Sales Partners is well in its second year of engagement with this client, helping the marketing agency target longer-converting leads — including one prospect that converted into a tangible project one year after the first meeting.