In order to facilitate new leads, the only logical place to start is to deeply understand what attracts current viable leads to a product or service and what their needs are in the journey to a purchase decision. This is exactly where RedRover began with Mahaffey.
RedRover launched our signature Growth Optimization (GO) process for the deep dive that was needed to unleash a specific data-driven, ROI-based growth plan for Mahaffey. RedRover became ingrained in the Mahaffey business, understanding everything from what the targeted customer segments need and want in a supplier to how Mahaffey’s competition is positioned in front of the same segments.
Our comprehensive GO research process involved select customer interviews, a customer survey to provide both quantitative and qualitative data, a workshop with the sales/customer service team, analyses of specific industries in which the target customer segments reside, a marketing audit, and financial analyses.
The GO research led us to build a marketing plan customized for Mahaffey that is complete with monthly and quarterly lead-flow goals and an overall ROI prediction on the profitability of the plan. The customized Mahaffey marketing plan is inclusive of multiple marketing channels, including a targeted direct-mail series, landing-page optimization, print and online pay-per-click advertising, video storytelling, segmented email campaigns, and thought-leadership PR.