Case Study: VPOD Solutions – A Strategic Transformation in Marketing and Sales Pipeline

Background

VPOD Solutions, facing challenges in achieving clear ROI and strategic visibility, decided to overhaul its marketing approach. Initially relying on a design agency, the company struggled with unclear returns and limited pipeline visibility.

The Challenge

With high design costs and lackluster performance metrics, VPOD Solutions realized the need for a transformative approach to their marketing and sales operations. Key pain points included:

• High Costs Without Clear ROI: The company faced significant expenses without evident returns from its design agency.

• Lackluster Pipeline Visibility: The existing marketing strategies offered limited insight into sales and conversion processes.

Strategic Shift

To address these challenges, VPOD Solutions implemented a strategic plan involving the internalization of key roles, technological adoption, and process improvement:

1. Firing the Design Agency: VPOD Solutions decided to terminate its partnership with the costly design agency to redirect focus on measurable growth.

2. Hiring Three Interns: 

   • Role 1: Design and Imagery: Focused on brand aesthetics and visual branding.

   • Role 2: Google Technical Performance: Enhanced technical aspects like SEO and performance analytics.

   • Role 3: CRM Processes and ROI Reporting: Improved internal CRM management and ROI tracking.

3. Introducing HubSpot Marketing & CRM: 

   • Implemented HubSpot to integrate marketing and sales efforts, improving CRM processes and pipeline tracking.

4. Revolutionizing Pipeline Visibility & Accountability:

   • Enhanced reporting and accountability by leveraging HubSpot’s integrated tools to achieve full visibility over their sales pipeline.

5. Redesigning Website & Content Campaign:

   • Overhauled the website and conducted a comprehensive content campaign focused on search engine optimization (SEO) to improve organic reach.

6. Transforming Results Visibility and Agility:

   • Implemented Google Analytics and Google Console to maintain agile project management and clear performance metrics.

7. Targeting an Expanded Set of Keywords:

   • Expanded the keyword targeting strategy from a limited set to over 500+ keywords, with 30% ranking in the Top 10 (Page 1) on search engines.

8. Introducing Leasing Packages:

   • Pioneered leasing options for products previously sold at significant upfront costs (£50K Capex), making them more accessible to clients.

The Outcome

The comprehensive strategic changes led to remarkable improvements:

• Pipeline Growth: Transformed the sales pipeline to £1.5M from £400K in just 14 months, despite the challenges posed by the COVID-19 pandemic.

• Enhanced Visibility: Achieved better pipeline visibility and account management, allowing for precise and actionable insights.

• SEO Success: Successfully ranked a significant portion of targeted keywords among top search results, boosting organic visibility and traffic.

• Product Accessibility: By introducing flexible leasing packages, VPOD Solutions widened their customer base and facilitated easier acquisition.

Conclusion

VPOD Solutions' strategic shift to foster internal expertise, technological integration, and streamlined marketing practices not only cut unnecessary costs but also significantly expanded their market reach and sales growth. These transformations positioned the company well for sustained success and adaptability in the changing business landscape.

Assignment:

Contract Marketing & Sales Director

Cut expensive slow content team who were fixated with Design

Insert low cost high energy Interns