iJetColor was intrigued with inbound marketing and the methodology; however, they had just been through the process of an entire website redesign earlier in the year. As you can imagine, the thought of repeating this came with a bit of resistance.
The iJetColor team told us “we’re doing enough, we just want to see if we can do a little more.” Their business wasn’t failing. They weren’t losing to the competition. They were satisfied and hitting goals, but just wanted to see what more revenue would do for their business.
Not only was iJetColor reluctant for a new website, their sales team was also hesitant towards inbound marketing lead generation. How would it work? Would it disrupt normal activity? What is the learning curve? A new way to generate leads would stretch the sales team to think and do business differently. We knew this would take patience, education, and proof of results in order to get this team on board with inbound marketing.
Based on these objections, our strategy focused on the following:
The high impact pages were executed within a 60-day timeframe. We also completed 13 migration pages, added a blog and testimonial page, created CTAs, Landing Pages, and Follow-up Emails.
During these 60 days, education was essential. We took the iJetColor team through the inbound methodology step-by-step. We did things like:
This helped build trust between our teams. We saw the iJetColor team shift from a one-track way of thinking to an open-minded approach to marketing. This did, after all, add a new layer of sales and marketing to their business.
Prior to inbound marketing, iJetColor was receiving an average of 25 leads per month. After launching the updated site and inbound marketing, they are now receiving an average of 51 leads per month. Not only did this number double, the delivery of these leads is now entirely automated. The form notifications provide a big win for streamlining productivity and qualification with the sales team.
All-time contact growth for iJetColor
Bill Frederick, Director of Sales, says, "Since working with the Leighton team, we have seen an increase in leads from our website and more importantly, the quality of the leads has also increased. The flow and positioning of the CTA’s to attract interested prospects have worked well. Also - the HubSpot dashboard is a very effective way to track and report on prospects in real time, and helps us close more of the leads."
The site is now generating leads and providing additional benefits, such as:
iJetColor went from not doing many marketing activities to a slew of digital communication. They now feature a blog, videos, social channels, graphics, SlideShare content, and testimonials - to name a few. By taking new pieces of inbound marketing and integrating them into their business, this has provided huge growth to their overall marketing portfolio.
"The focus of inbound has helped us transition the proper messaging to our target audience, and helped us adapt to an increasing number of buyers who want the right information at the right time in the way they want it."- Bill Frederick, Director of Sales at iJetColor
Relationships take time, and this one is no different. Our teams are now in a place where the approval process and changes are completed swiftly as a result of building the foundation. In six months' time, we’ve developed, adapted, and produced results. Together. iJetColor by Printware engages Leighton Interactive with new ideas, product launches, and looks for ways our teams can collaborate.
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