Business challenge

The third largest regional home and commercial property repair provider needed to realign the company for growth. Its marketing had been very generic across segments, with no differentiation in offering or messaging.

How DemandROMI helped

DemandROMI analyzed the market to understand the different requirements for each of the market’s key segments. A multi-faceted implementation plan was developed, along with a budget and spending level that allowed the plan to be self-funded out of the existing marketing budget and a percentage of the revenue growth.

The sales cycle was re-aligned to match the buyers’ cycle for each segment and collateral and sales support materials were developed. Each lead generation activity was measured, and unproductive programs quickly phased out. A direct demand generation program was developed for each business segment, and all consumer marketing was re-tasked to focus on the company’s website. Key metrics were established to make certain that all – both existing and new – marketing initiatives continued to drive results.

Revenue growth delivered

Through a highly focused direct marketing program the company was able to double the number of homebuilder customers and grow business revenue 25% in the first year – without the addition of sales resources.

The re-tasked website focused on search engine optimization and pay-per-click advertising. Sophisticated metrics were implemented so that each lead could be tracked by source, cost, close rate and ROMI. The result was that total consumer lead generation was grown by a factor of 10 – again without an increase in marketing program spend.