How a major manufacturing

company used the services

of Lake B2B to get started
on their marketing initiative
 A case study on how a major
manufacturing company used the
services of Lake B2B to get started on
their marketing initiative, how well it
worked for them, and how Lake B2B
were able to go beyond their service

Overview

Client is a one-stop provider for all of a small business’s

marketing needs. They have a small team of digital
marketers, marketing strategists and data analysts who
help small businesses. All these services provided by the
marketing team helps other small businesses to keep the
budgets down.

After doing business development and promotional

activities for last five years, they wanted to do it differently.
Client saw tremendous potential to reach small business
owners and marketers through targeted marketing
campaigns.

Challenge
High volume is not always a bad thing when it comes to
email marketing, wherein your essential premise is to get
the word out, and generate a decent number of prospects.
‘Email marketing when done right, can give massive
results,’ says Beth Taylor, V-P of marketing (Global).

This manufacturing company* based out of Hartford,

Connecticut was midsized, catering to the highly
competitive sector of ATM machines. They have strategic
tie-ups with major U.S banks and a few others operating
in the European Union also. Their marketing team was in
“The list quality was amazing and the process of launching a new product which was
we were able to get through with designed to cater to the cash flow needs of high-end
jewelry stores. This was a very new market for the team
the right contact. We were also and they understood that it was their approach that was
able to generate leads from in going to make or break the product.
house lists with a spot of
When Beth’s team met up for their strategy to decide the
appending and list cleansing. plan of action for the new product, Alan Carter, project in-
Phenomenal job” charge, was of the opinion that it is essential to get the
word out about their machine before we go in and launch
a sales driven campaign. They knew that one of the
Alan Carter
easiest ways was email messages. Since this was a new
Project In-charge sector and they did not have the required data to start off,
Alan suggested a quick review of email data list providers.
The company that stood out was Lake B2B. One of the
key reasons was that they were highly capable when it
came to delivering custom lists.
 Process

The marketing team got on board with Lake B2B and

chalked out a path whichthey would need to take for this
particular project. Lake B2B understood that a
highly condensed, but decisive list of top contacts in the
jewelry market was required. A custom list was generated
over a period of 2 weeks. This list incorporated contacts
from 2 geographies, US and the EU. The data on the
sales heads as well as CEO contacts of some of the top
“B2Bdatapartners does come jewelers in the respective geographies were provided.
After evaluating the list with Alan, Lake B2B suggested
highly recommended when it
that they do a split test on the messaging, segmenting the
comes todata requirements, but campaign in 2 waves, one for the U.S market and the
what impressed me more was the other for the EU market.

level of service and that extra bit

Campaign
of help they gave my marketing
team. It was truly a fantastic Step 1: A/B split test was conducted on 2 email
experience! ” messages, specially crafted to target the major pain points
of jewelers. The best message with the highest click rate
Beth Taylor was chosen and then the campaign was rolled out to the
entire American geography.
V-P Marketing (Global)
Step 2: Campaign results were analyzed and it was seen
that there was a very high demand for the solution that
they were offering. Simple changes were done to the
initial text after seeing the response rate, and the next
batch was dispatched to the EU.

Step 3: All results were collated and analyzed. The results

were as expected; there was a lot of buzz created about
the product and in the right places. Product demonstration
requests started pouring in. Alan was not prepared for the

Want to improve burgeoning number of requests, but he was not surprised

either. He explains that Lake B2B were bang on with their

your business planning and execution.

opportunities? Add-On: Lake B2B had done intense research on the

business of the client and its inhouse capacities. They
found that they already had a vast database of leads
Get in touch with us and which had been created a considerable time ago. Lake
B2B requested for a simple append project in which they
enhance your marketing
were able to reanimate some of the dormant leads. Strong
CLICK HERE leads were generated from this tertiary campaign.
Business was generated for the new product as well. Beth
was impressed with the level of understanding that Lake
B2B had developed about the business and how they
www.lakeb2b.com came up with new ways to generate leads.

[email protected]
800-710-5516 *Name of the client withheld for privacy reasons