Disconnected and Bleeding

That’s what Ryan Hughes was feeling as he looked at his marketing spend from the past 18 months.

Disconnected. He tried so many things: digital advertising, social media marketing, webinars, emails marketing with dismal results.

Bleeding. Red ink. The cost of the ineffective marketing programs – nearly $100K!

Disconnected. None of his marketing programs worked together. They were all separate, discrete campaigns. If one didn’t work he quickly pivoted to another.?

Bleeding. Red ink on the bottom-line. As CEO of RJH Plastics, a custom container manufacturer, Ryan watched his revenues fall from $9M in 2022 to $7.5M in 2023. He was contemplating layoffs he really didn’t want to make.

That’s when Ryan decided he’d had enough!? And Octain got the call.

To help Ryan and RJH get back to higher revenues and profitability, our team of fractional CMOs followed the Octain Growth System’s Five Step Process.

The immediate result: RJH acquired two new large clients worth $500K and $350K in yearly contract value, a $800K increase in revenue within the first nine months of Octain’s launching RJH’s new empowered marketing program. ??

Here’s how we did it.?

Step 1: Discover. We conducted a complete marketing audit of RJH’s brand presence, customer acquisition and retention strategy, messaging and marketing channels. The most important thing we learned was the RJH was sending a company oriented, product focused messages that promoted their products without connecting it to their customer’s primary value and motivation to buy. A common mistake. We also learned that RJH had no formal retention plan. They simply assumed loyal customers would stay. They didn’t!

Step 2: Evaluate. We evaluated how RJH’s marketing campaigns were being run and found Ryan had hired several different marketing agencies, each with their own campaigns and creative ideas. The results were mixed because it lacked a central strategy and roadmap.? ?

Step 3: Recommend. We recommended an empowered marketing operating system be installed at RJH. It’s empowered because it fully integrates and seamlessly implements strategy, execution and automation to drive sustainable results. Our specific recommendations included:?

·????? Leveraging customer data to personalize marketing messages and tailor sales interactions.?

·????? Developing new self-service and transparency options for prospects.

·????? Creating and maintaining a consistent and relevant presence across customer touchpoints.

·????? Ensuring every buyer touchpoint is compelling enough to stand on its own

·????? Using consistent multi-channel storytelling.

Step 4: Develop. To address these recommendations we developed:

·????? A user-friendly website with detailed product information, pricing transparency, and interactive tools.?

·????? New customer entry points via content marketing that provides easy access to product demos, pricing calculators, and other self-guided buying tools.?

·????? Personalized content based on user analytics that addresses specific buyer pain points and aligns with their research journey.?

·????? A consistent brand story that ensured brand familiarity and awareness from the first touchpoint to sales demos.

·????? A unified interactive multi-channel approach to endure the message dots connected, and the brand story is built layer by layer to move the buyer along a self-service digital journey that provides a unique experience at each touchpoint.?

Step 5: Implement. To implement our recommendations we assumed the fractional CMO role with a seat at the executive table to acquire the budget and resources needed and to provide complete vendor management across multiple agencies and contractors in the fulfillment of RJH’s new empowered marketing program.

As we enter 2025, RJH is on track to return, and possibly surpass, the $9M they did in 2022. Ryan will see a higher gross margin because RJH’s consolidated marketing spend was reduced by 21%.

If you or your client’s marketing activity is disconnected and bleeding, Octain can help you just like we did RJH.? Book a quick consult here.

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