Green Dot Bioplastics is a bioplastic material science company committed to improving our environment through material advances. They’re a full-service bioplastic company and are dedicated to delivering the best sustainable materials for their customers.
The problem: Despite seeing a significant increase in leads generated from the website, Green Dot didn’t have a system for verifying lead quality.
The solution: We created a monthly ROI reporting system that set up a feedback loop among Green Dot’s sales team, the marketing team and Gorilla 76.
The results: We verified that 92 qualified leads in the past 10 months have come through the website as a result of continued inbound marketing efforts.
“As a startup company, tracing ROI back to our marketing spend is incredibly important. Gorilla 76 has helped us measure the success of our marketing efforts over years of working with them. Their team cares about showing real ROI, and we’ve worked with them to create an effective closed-loop system between our marketing and sales teams.”
– Kevin Ireland, Communications Manager, Green Dot Bioplastics
After a year of continued content marketing, website improvements, link building and conversion optimization, we managed to double the total amount of contacts coming into Green Dot’s website.
While quantity of online contacts is a useful metric for assessing inbound marketing efforts, we didn’t have a pulse on how qualified these contacts actually were. Over the course of a few months, we dedicated our time toward setting up an effective reporting system to find out.
Developing an ROI reporting system (sometimes referred to as “closing the loop”) involves creating a feedback loop between sales and marketing teams. In this case, that meant working with Green Dot’s teams to devise our system.
We started by asking the following questions:
- What makes a lead qualified?
- How do we define different levels of lead quality?
- What disqualifies a lead?
- What information do we need to gather about our leads to qualify them?
We realized our online forms needed to be reworked to ask more specific questions. We also realized we needed to eliminate unnecessary information fields that might deter contacts from filling out forms. Asking for key bits of information like “size of company” and “job title” helped us qualify leads, as well as eliminate bad leads from our database. By revising forms to ask more questions, we temporarily took a slight hit in overall quantity of leads but gained valuable information about incoming leads that helped the sales team close.
We also set up a system where Green Dot’s sales and marketing teams meet every month to go through the leads generated online and rate them. The marketing team then sends us each month’s leads to be marked accordingly in HubSpot, our lead database. Using HubSpot, we were able to track which online marketing channels brought in the best leads. This two-way system ensures Green Dot puts its marketing budget toward channels that actually drive qualified leads.
By prioritizing lead quality over lead quantity, we were able to drive 92 qualified leads in just 10 months through the website. The sales team now gets valuable data about contacts being generated, and they can quickly determine whether or not it’s worth spending their time pursuing each lead. We can now figure out what marketing channels and content are driving leads, allowing us to develop more effective marketing plans.
If you work for a B2B industrial company, and you’re not sure where to allocate your marketing budget, we can help. Request a consultation today to receive a free assessment of your current marketing efforts.