Spiroflow Case Study

Challenge

Spiroflow, a global bulk material manufacturing organization, recently rebranded and built a new website. Due to limited internal resources, Spiroflow didn’t have the opportunity to develop a strong brand communication strategy and risked losing business due to their existing lead management plan. This also meant they didn’t have a clear report of their marketing spend versus leads produced. 

We developed a comprehensive brand communications strategy and define Spiroflow’s lead lifecycle map. This allowed us to capitalize on marketing spend and produce highly qualified leads with profitable results.

Services

[develop + design]
  • Marketing Strategy
  • Communications Plan
  • Brand Identity Development
  • Sales Enablement
[deploy]
  • Monthly Managed Marketing Services
  • PR/Media Relations

Solution

In January of 2018, we started managing all of Spiroflow’s US marketing, advertising and branding initiatives.

Through a pivot planning session, our team helped Spiroflow define their target audience, key differentiators and key messaging. We defined a new brand story, brand pillars, and company core values, which Spiroflow adopted.

From there, we launched an advertising campaign in print and digital media to increase their brand awareness. Using qualitative and quantitative data collected through research, we determined Spiroflow’s key strengths and weaknesses in the marketplace. We used these datapoints to develop a comprehensive brand strategy (messaging and creative) to highlight Spiroflow’s key differentiators. Using targeted digital, print, and email nurture campaigns, we drilled down on specific audiences to reintroduce Spiroflow’s new brand to the market.

Once the brand was reintroduced, we shifted focus towards automation with the goal streamlining Spiroflow’s internal sales and marketing processes to provide more accurate reporting. Using Hubspot, we created custom dashboards tos how key performance indicators. These indicators focused on showing marketing qualified leads per month, dollar amount of opportunities created from those qualified leads, and leads by source to show which marketing channels produce the most return on investment.

“The highly talented team at Haven Creative possess a great range of skills and offer a wide range of services which are always tailored to our individual company’s needs. They deliver their solutions in a productive, professional way while always being a fun group to engage with.”

Andy Forrester
Spiroflow Systems Inc

Results

With our help, Spiroflow has grown its dedicated following and successfully targeted the bulk material handling market with its brand story to attract new customers.

Through targeted media campaigns and website optimizations to improve search ranking, Spiroflow has garnered a 122% increase in monthly leads on average. By mapping the defined sales process, Spiroflow has been able to manage this large increase in leads with ease. The use of Hubspot has contributed to greater clarity on marketing spend and lead attribution reporting. While the lead numbers are important, another vital improvement was the company culture rating. This proves that the Spiroflow brand is thriving both inside and outside their organization.

122%

Increase in Monthly Leads

26%

Open Rate on Emails

1

Tragic Misspelling on the Core Values Wall