Conitex Sonoco first engaged Laire in 2017, in need of website consolidation. A global parent company of multiple packing and transport supply brands, they sought a solution that would allow them to operate many brands under one cohesive website and easily integrate new brands and products as the business grew.
Thus, Laire began a year-long, growth-driven web design and content project, resulting in increased web traffic on 100-page fully optimized website and content offers hosted on the HubSpot platform.
Once the year-long engagement was complete, Conitex Sonoco faced a new challenge, as website traffic began to dip without the steady stream of content. As a result, Conitex Sonoco reached back out to Laire in March 2019 for a full-service marketing strategy and implementation.
They Struggled with some Hefty Challenges
- Missed cross-selling opportunities - customers abandoning the site to find additional products that Conitex carried
- Multiple brands dissociated from each other despite being part of the same conglomerate
- Internal qualified lead follow up was insufficient & not conducive to projected growth
- Inconsistent offers and resources and distribution lacking in strategy
- No language translations limiting their global visibility and ease of use.
- No steady stream of engaging content
We Initiated a Four-Phase Solution
Phase 1: Website Redesign and Brand Consolidation
We dove head-first into a 6-month, growth-driven website redesign and development. Working with internal marketing and sales team members, we sought feedback from current and former clients, developed buyer personas and identified a brand voice that would unite the companies and speak to end-users. We wove together the stories of each unique brand to create a simplified narrative customers could identify with. We simplified how users found and chose available products. This was a huge accomplishment which ultimately helped drive sales and simplify the buyer's journey.
Phase 2: Software Implementation - Using HubSpot to Unite a Global Sales Follow Up Process
As a HubSpot Platinum Partner we are experts in the tools and features hosted on HubSpot's inbound marketing and sales software. Conitex needed a process for qualifying and nurturing leads that could be implemented across its global sales team. Utilizing HubSpot, we developed an internal sales process that determines the quality of a lead, and assigns the lead to the proper sales representative in the appropriate region. To reduce friction and increase response times, we also applied automation to instantly follow up with leads.
Phase 3: Content Strategy
In addition to implementing HubSpot as a sales tool, we leveraged HubSpot to create a streamlined content strategy which covers offerings across all brands. We established a blog cadence that offers useful long-form content and segmented the content into categories under an easily accessible “Resources” tab. In addition to blogs, we added a variety of content offerings, including eBooks, whitepapers, brochures and videos.
Phase 4: Website Translation Function...Coming Soon!
The website translation phase is currently in progress and will enhance the overall accessibility of the site for Conitex Sonoco's global partners and users. The functionality is almost complete and will be released soon.
They Landed an Incredible Sale
Since the launch of the website, web traffic and lead conversion rates have consistently grown month-over-month, and in July 2019, Conitex Sonoco closed a $100,000 deal for their LoadRunner corrugated paper pallets; a deal generated from organic search.
The European Union changed its ‘Import and Safety Standards’ - an update that affected companies with various needs. LoadRunner (a corrugated pallet company under the Conitex umbrella) offered a solution that met the new standards. A company, whose current pallet provider was prohibited by new regulations, was in search of an alternative and landed on Conitex’s website via Google search. The simplified user experience allowed the company to easily identify the safety standards and specifications of the product and the sale closed in 3 days.
With the implementation of Laire’s content strategy, internal sales process, and automation, the qualified lead was assigned to a sales representative in the correct location who followed up, nurtured, and closed the sale in record time.
In the first 8 months of this year, web leads (marketing) account for 43% of all leads and have influenced $200k in closed revenue!
Other notable success has come in the form of higher quality leads -- achieved through relevant keyword implementation, an increase in helpful downloadable content, and improvements in sales responsiveness.
At the peak of our content strategy, Conitex Sonoco saw a dramatic lift in website traffic in 2018. The chart below illustrates the significant drop in numbers post our first engagement ending and the content strategy no longer being implemented. Upon reinstating the content strategy, website traffic began to climb again.
It has been an incredible journey and we look forward to continuing our partnership with the client and helping facilitate their growth. As we look toward the new year, we anticipate even more stories just like this one, and are so grateful to be a part of their success.
Are you a parent manufacturing company with lead and revenue generation issues as our client had been? Our 20-minute marketing audit may be just what you need to start making improvements. Check it out!