Over the years, we've helped B2Bs in a variety of industries revamp their websites to be both attractive and user-friendly, increase search traffic via SEO, and generate more qualified leads though paid and organic campaigns. In this post, we'll provide an executive summary of four of our clients' stories—a life science-focused FDA consulting firm, enterprise IT service provider, software provider, and electric vehicle manufacturer—along with key quantitative outcomes.
How Madison Marketing Group Helped The FDA Group Increase Eight-Year Sales Revenue by 412% and Achieve 33X Marketing ROI
In 2015, The FDA Group, a life science consulting firm, sought a new digital marketing partner to aid its swift expansion in 2016 and the years to follow. After a thorough qualification process, The FDA Group began its partnership with Madison Marketing Group in November 2015. In collaboration, we crafted and launched a new website on the HubSpot CMS Hub, enabling them to expand their global reach and attract more qualified leads.
The Challenge
Building off their most successful year yet, the company hoped to bring $10 million in revenue in 2016. But to reach this goal and support further growth, they needed to increase the online lead generation and refine their project acquisition strategies.
The Solution
Following a comprehensive strategy assessment and data review, we launched a new campaign strategy in 2016. It included a new website to support and enable other marketing efforts, targeted blog content, downloadable content for each funnel level to nurture and generate leads, and marketing automation to streamline repetitive processes.
Monthly website content and promotion focused on long-term growth, while quarterly campaigns focused on mid-funnel content intended to increase reach and deliver quality leads in the short-term. At the same time, we cut ineffective Google Ads spend and reinvested it in targeted LinkedIn advertising.
Results
The FDA Group experienced more leads that were also better quality. By the second quarter of our collaboration, website-generated sales revenue had risen as well. We not only helped source a multi-million dollar deal in 2016 but also contributed to sales revenue growth from digital marketing each year before 2020, when growth across all channels stagnated due to the COVID-19 pandemic. By the end of 2023, our strategies led to a 412% increase in average quarterly web-generated sales revenue and a marketing ROI of 33x, which helped the company focus on pursuing the kinds of deals that helped it hit its most recent revenue targets.
Short-term results: second quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: down 11% (deflated by reduced ad spend)
- Organic traffic: up 14%
- Leads generated: up 92%
- Sales-qualified leads generated: up 92%
Medium-term results: fourth quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: up 8% (deflated by reduced ad spend)
- Organic traffic: up 68%
- Leads generated: down 4%
- Sales-qualified leads generated: down 33%
Long-term results: sixth quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: up 42% (deflated by reduced ad spend)
- Organic traffic: up 108%
- Leads generated: up 167%
- Sales-qualified leads generated: up 367%
Key outcomes
Compared to the three months immediately preceding their partnership with Madison Marketing Group, The FDA Group achieved the following gains without significantly increasing marketing costs each year:
- 2,005% more leads generated per quarter on average
- 89% decrease in cost-per-lead
- 412% more website-generated revenue per quarter
Enterprise B2B IT Service Provider: modest content creation supported by advertising
This client sensed an opportunity with online lead generation, based on the success its competitors were having with digital channels, but was unhappy with its current marketing agency. Attracted by our strategic and data-driven approach which resembled their own, they decided to partner with us.
Search was an attractive channel for this client on both the paid and organic side, so our recommended approach included a redesigned website, followed by monthly content creation (and biannual conversion-focused content creation, such as white papers and webinars), and Google Ads campaign optimization.
Note that short-term results were affected by both the pandemic and cutting ineffective ad spend, which aligned with the launch of the redesigned site and the start of our campaign work.
Short-term results: second quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: down 8% (deflated by reduced ad spend)
- Organic traffic: up 5%
- Leads generated: up 173%
- Sales-qualified leads generated: up 91%
Initially, traffic took a short-term hit post-launch, but with improved site visitor-to-lead conversion rates that supported lead gen KPIs. The pandemic likely depressed these numbers. (It was Q2/Q3 2020.)
Medium-term results: fourth quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: up 14% (deflated by reduced ad spend)
- Organic traffic: up 67%
- Leads generated: up 108%
- Sales-qualified leads generated: up 30%
Once the immediate impacts of the pandemic had subsided and with over 10 long-form blog posts published, the results were positive one year after launch. Lead generation numbers largely maintained their strong initial gains.
Long-term results: sixth quarter post-launch, compared to quarter leading up to launch
- Overall traffic: up 47% (deflated by reduced ad spend)
- Organic traffic: up 132%
- Leads generated: up 190%
- Sales-qualified leads generated: up 91%
Within the bounds of an 18-month window, all the KPIs reached their apex in the sixth quarter of the campaign. Although lead generation KPIs can be somewhat unreliable due to small sample sizes, the consistent upward trend in all traffic KPIs for this client serves as a positive example of our work.
Read the comparative case study →
Niche B2B Software Provider: Existing content optimization and modest content creation supported by modest advertising
This company had been producing content for a while before partnering with us, but was impeded by the lack of a clear strategy and a sluggish, underperforming website. By refining their existing content and enhancing site speed and user experience, we achieved results for this client more quickly than usual, before establishing a campaign strategy focused on monthly content creation and ad management on Google and LinkedIn.
Short-term results: second quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: up 62%
- Organic traffic: up 85%
- Leads generated: up 70%
- Sales-qualified leads generated: up 90%
A little over six months after the launch, the site's traffic and lead generation metrics showed improvement compared to pre-launch figures. Notably, traffic surged immediately after transitioning from the old site. Google likely recognized the initial improvement in user experience and page speed, resulting in an immediate increase in traffic.
Medium-term results: fourth quarter, post launch, compared to one-year quarterly average leading up to launch
- Overall traffic: up 31%
- Organic traffic: up 67%
- Leads generated: up 37%
- Sales-qualified leads generated: up 67%
Despite our client being acquired and merging with a larger company, the initial gains were largely maintained.
Long-term results: sixth quarter post-launch, compared to quarter leading up to launch
- Overall traffic: up 9%
- Organic traffic: up 59%
- Leads generated: up 73%
- Sales-qualified leads generated: up 67%
Although organic and total site traffic decreased, the generation of sales-qualified leads stayed consistent, and the overall lead generation almost doubled.
Read the comparative case study →
How we helped Columbia Vehicle Group increase organic traffic by 155% in one year
Columbia Vehicle Group is a top producer of electric utility vehicles, offering a wide range of golf, industrial, and commercial vehicles through a vast international network of independent dealers.
They came to us for a website that updated their online public image, making it simple for potential customers to discover information about their vehicles and locate a nearby dealer. We crafted a new site structure to enhance user experience and meticulously designed every part of the site with fresh content.
We also created a specialized dealer locator that functions as both a lead generator and a user-friendly locator tool. As users view dealers in their vicinity, lead information is automatically forwarded to the dealer for follow-up.
Key outcomes
- 1,170 leads per year generated by dealer locator
- 155% increase in organic traffic one year after website launch
Struggling to get enough qualified leads? Talk to us about hitting your business goals this year, or read more success stories.
Topics: Search Engine Optimization, Lead Generation, Website Optimization
