Case Studies

Client: Epiphany Solutions Ltd

Brief: Increasing market awareness, generating sales appointments

Company: Epiphany Solutions Ltd is a new type of business which is dedicated to delivering real business performance over the Internet. Through their extensive knowledge and experience they deliver tangible and measurable results across a wide variety of online disciplines including Search Engine Optimisation, Pay per Click Advertising and Pay per Call.

Industry: Online Marketing

Problem: Search Engine Optimisation is a new field of marketing and only a handful of specialist companies have the experience and technical ability to produce consistent results. Effective SEO can produce dramatic return on investment for companies, but a lack of awareness within industry of SEO as distinct from simple web design presents a hurdle to successfully promoting this service. As well as this there are a large number of companies that claim to be able to do SEO, and often include it as part of a design focussed web project, but the limited results they produce and lack of follow up leaves companies with a negative image of SEO services.

Solution: Due to the nature of SEO, and the expertise of Epiphany, it was appropriate to target larger companies with this campaign. This in itself presents some difficulties in terms of contacting the relevant people within the company, and working with the slow decision making process large companies tend to have. Blueberry managed the process, keeping track of decision makers’ contact details, their current level of interest, and the suitable times to contact them to present SEO when it will fit in with their marketing plans.

By gaining an understanding of Epiphany and their services we were able to emphasise the differences between web design and specific, specialised, online marketing. This helps companies understand that we were not offering to design a website for them, but offering to make their website work for them and produce significant levels of business for their company.

We offered a free review of their current marketing strategies and an indication of what level of business they should realistically be expecting from their site. When targeted at marketing departments there is obvious value in this objective review of the work they’re doing, or are currently having outsourced. This soft approach yielded a good response, and provided a basis for Epiphany to demonstrate the significant return on investment possible with services they provide.

Results: By targeting the ideal companies and managing the warming queue of potential customers we were able to improve the closure rates of the Epiphany sales team. The company is currently very busy, and narrowing down the field to the most appropriate, warm opportunities allows Epiphany to spend their time focussing on closing new business without wasting travel time tracking down mildly interested prospects.

There is a reasonably long sales process for Epiphany’s services, but Blueberry has managed to provide a number of leads which will represent significant new business. The majority of Epiphany’s work involves contracts so once a sale has been made the initial investment in obtaining that sale is quickly covered by repeat business.