CASE STUDY: Lincoln Industries – Creating a Strategy for Future Growth

CASE STUDY: Lincoln Industries – Creating a Strategy for Future Growth

by Jay Gordman

Sales process development and marketing alignment melds team together.

Lincoln’s marketing challenges were two fold. There was no lead generation in place, and no way to nurture their customers or identify new prospects. The company had done very little marketing in the past and the department did not historically support sales efforts. It was imperative that Lincoln develop a solid strategy to support prospect engagement during their 12+ month sales cycle.

Lincoln Industries ultimately partnered with yorCMO because of our consultative approach,
integrating clients into the process rather than working separately. “It’s always a little unique when you reach out to someone externally and ask them to come into your space,” said Kayla Jacox, Lincoln Industries’ Director of Marketing. “One of the things that I really appreciate about yorCMO is that there is a huge level of respect from both sides. Whether they are sharing new ideas or pushing us to think about things differently, it is always with a great amount of respect for our organization and how things function.”

To support business development growth efforts, yorCMO built an inside sales process and refined the sales steps, including adapting a CRM. They also facilitated the hiring and on-boarding of an inside sales representative to bridge the gap between the marketing and sales departments. Jacox noted that “it has been extremely beneficial for our sales team to have a part in what the marketing team is doing because it has an impact on their daily life. Having everyone aligned and working toward the same outcome has been great for team building.”

Next, marketing messaging was created to leverage in the appropriate sales steps. Once in place, Lincoln’s first evergreen marketing campaign launched in the form of a quarterly newsletter with monthly customer success stories to remain in front of clients and prospects.

The new sales process developed by yorCMO, which includes analytics tracking, brought Lincoln Industries immediate success in the form of five new meetings captured with ideal clients within 30 days. A drip campaign was adopted to enhance customer nurturing, and they have seen an influx of new leads and interest. “The sales team had never really seen the outcome of their hard work in relation to cold calling, setting appointments, etc.,” commented Jacox. “Now they can see the ins and outs of what’s happening. It’s provided motivation and direction for the team.”

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About the Author:

Jay is co-founder of yorCMO.

Jay also founded Webtivity Group to help companies break through the confusion of how to effectively use their website and digital marketing efforts to meet their business objectives.

Jay is a successful digital marketing and ecommerce professional that helps companies across multiple industries grow revenue using a broad range of strategies. He has a deep understanding of the challenges companies face when trying to balance the diverse components of growing revenue across all marketing channels. He has been called “Tactegic” for his ability to blend strategic thinking and tactical execution to achieve measurable results.