Our Work
Plastic Distribution and Fabrication Company
About Cope Plastics
Industry: Plastic Distribution and Fabrication
The Transformation: Revitalized Branding and Digital Presence
Cope Plastics, one of the largest plastic distribution & fabrication companies in the country partnered with goBRANDgo! to redefine its market presence through new messaging, branding, and the launch of a new website. These foundational enhancements were designed to not only modernize the company’s brand to accurately represent the sophistication of their operations but also to optimize its digital footprint in a competitive landscape. Following this launch, the focus shifted towards maximizing the effectiveness of Cope Plastics’ full-funnel marketing program through improved data collection and analysis.
Results
An increase in web sessions of 19%, and that leads increased to 58% and sales-qualified leads were up 67%
New Customers
Reactivated New Customers Generated from Web Forms
The Challenge: Leveraging Data to Fuel Growth
Despite these advancements, the challenge of collecting and making meaningful insights of marketing data remained. Antidotally we knew the refreshed brand and website were making an impact but we set out on a mission to provide tools for their internal marketing team to help prioritize strategic activities and support the sales team on a more integrated level than was traditionally possible. This couldn’t mean stopping at the increased website traffic and engagement. It meant truly understanding their customers’ digital buying journey, what strategies were making the most impact and how marketing conversions translated to sales conversations and ultimately closed won business.
The Solution: Customized Marketing Dashboard by goBRANDgo!
To bridge the gap between marketing efforts and sales outcomes, goBRANDgo! developed a bespoke marketing dashboard. This tool was tailored to foster seamless collaboration between the sales and marketing teams, ensuring alignment towards common goals and enabling strategic, data-driven decisions.
Working closely with Cope Plastics, we pinpointed essential metrics and streamlined the reporting process. Like many manufacturers a sophisticated tech stack is not always readily available to provide the data sets in the exact way to achieve meaningful insights . The solution needed to be a mix of easy to access data – like Google Analytics, the integration of website data, and spreadsheets fed from internal systems. The result was a user-friendly digital data visualization dashboard that provided real-time insights into marketing activity from top of the funnel through conversion to active and won sales pipeline.
The Impact: Data-Driven Success and Enhanced ROI
The introduction of the marketing dashboard signified a turning point for Cope Plastics. Armed with detailed insights and a clear understanding of marketing performance, the company could strategically allocate resources, resulting in a marked increase in ROI and the achievement of marketing and sales objectives.
Notable achievements included:
- Comprehensive Sales Insights: The dashboard illuminated the journey from initial engagement to qualified lead, highlighting the impact of various marketing efforts.
- Optimized Online Engagement: Detailed analysis of website traffic and content effectiveness allowed for targeted improvements, enhancing lead generation capabilities.
- Campaign Performance Analysis: The success of targeted marketing initiatives, including email, paid search, and social media campaigns, was meticulously tracked, informing future strategy with actionable data.
- An increase in web sales of 67% and profits of 71% YOY
The collaborative effort to centralize and leverage marketing data not only streamlined Cope Plastics’ approach to lead generation but also established a scalable model for achieving growth objectives efficiently and effectively.
