At A Glance
Jonite is a leading manufacturer of reinforced stone grating products. For more than 25 years, they’ve worked with some of the world’s leading architects and developers to provide aesthetically appealing reinforced stone grates that have exceptional load-bearing performance.
Their products are environment-friendly and can be tailored to suit a variety of environments and applications allowing hardscape architects to transform ordinary spaces into extraordinary ones. Headquartered, Jonite has a global presence and has been associated with projects like the Burj Khalifa, the Jewel Changi Airport, and the Florida State Capitol among countless others.
But in spite of it all, Jonite were facing some serious challenges. Not many developers and landscape architects were aware of their brand and products. And because of this, they weren’t getting too many leads. That’s when they thought of reaching out to us.
When we started working with Jonite earlier this year, we uncovered the following key issues:
Warped Brand Perception
While conducting interviews to create relevant buyer personas for Jonite, we realized that brand perception among their target audience in different parts of the world varied greatly.
For example, we spoke to a Master Landscape Architect from the US who felt that Jonite’s products are very elegant and aesthetically appealing besides being durable.
However, Landscape Architects from had a different opinion. Most of them were aware of the Jonite brand but they felt that their designs were more rustic and weren’t quite modern or contemporary.
In reality, however, Jonite’s designs were extremely modern and cutting-edge. So, what was the real reason behind this warped perception in the minds of their target audience?
We quickly realized that it was because of their poorly designed website.
As can be seen in the screenshot above, the copy used to be extremely wordy and lacked relevant calls-to-action.
Most importantly, it did a very poor job of showcasing their range of products and designs. This, in fact, is a very important factor that landscape architects consider when they shortlist vendors (as revealed in our buyer persona interviews).
Naturally, the website copy (which was optimized for search engines) did a good job of getting traffic but failed to convert them.
When a landscape architect searches for vendors online, they prefer to view images of a vendor’s offerings and designs than to read lengthy descriptions about them. However, Jonite’s old website offered a very poor impression about their offerings and so they were losing out on leads.
The Lack of a CRM Platform
The second issue that we uncovered was that they weren’t using a CRM platform to track and manage their sales data. They were doing it all on Google spreadsheets.
This was an extremely inefficient method which severely impacted the performance of the sales team resulting in numerous missed opportunities.
Ineffective Email Marketing
At the time, Jonite were using Mailchimp to set up and manage their email marketing campaigns. However, the issue was that they were leveraging email campaigns only once in a while. This kept them from realizing the true potential of email marketing as a powerful lead generation weapon.
The lack of a CRM solution further prevented them from leveraging crucial sales data to run successful email campaigns. This meant that the sales and marketing teams couldn’t collaborate effectively, resulting in inefficient and ineffective campaigns.
Inefficient Account Based Marketing
Jonite were also using a site called Dodge to access their database of architects and developers in order to conduct outreach campaigns.
However, they felt that this was proving to be quite ineffective and did not deliver the kind of results they were looking for at all.
Apart from keyword research, we also worked on the on-page SEO for Jonite’s new website which included adding relevant alt text for images, setting up H1-H6 titles, identifying alternative keywords, and so on. We researched content ideas for blog posts and analyzed Jonite’s competitor sites to create a solid SEO strategy to get more organic traffic and leads.
In addition, before we embarked on an engagement with Jonite as their agency, we noticed that they had been losing a really high number of referring pages over a short period of time. This was worrisome as it might appear to Google that Jonite had been using various black-hat SEO techniques to build links.
So, we identified all the toxic backlinks to their website and disavowed all of them.
2. An Integrated CRM Platform
The next step towards streamlining the marketing and sales process for Jonite was to move from their existing Google Sheets based tracking and reporting to a robust CRM platform.
HubSpot was an obvious choice given our previous experiences using the platform and also because their marketing and sales platforms can communicate with each other effectively, thus allowing both teams to collaborate efficiently.
You can read more about how we supported Jonite in their sales process to close a total of $3.90 million in sales here .
One of the first things we did was to help set up the customer lifecycle stages in HubSpot. This would help Jonite create and share content that’s tailored to the needs of their prospects based on which stage of the customer journey they’re in.
For example, a person who has filled out a form that has only two fields are likely to be in the initial stages of the buyer’s journey whereas someone who fills out a contact form are likely to be further down the journey. Knowing where a particular lead is in the customer lifecycle helps you send them relevant marketing communication to reinforce your relationships with them and move them further down the sales funnel.
So, we created some lead capture forms which would appear on Jonite’s revamped website to help convert a good amount of the incoming traffic into leads.
For example, when a visitor wants to download any of their product catalogues, specifications, or other product details, they would need to fill out the form below. In HubSpot, we defined such leads as Marketing Qualified Leads (MQLs).
Or if a website visitor goes to their Contact page or clicks on the CONTACT US call-to-action button on any webpage, they would need to fill out the form below. We defined these types of leads as Sales Qualified Leads (SQLs) in HubSpot.
This greatly helped with the reporting and tracking of sales and marketing data. We could easily see how leads were flowing from MQL to SQL, what percentage of SQLs were converting into opportunities and so on.
3. Set Up Effective Email Campaigns
3. Set Up Effective Email Campaigns
4. Set Up Sales Reps for Success
Setting up the customer lifecycle stages in HubSpot provided another benefit for sales representatives. They could easily filter their contacts based on their lifecycle stages and use their downtime to engage with them based on their interaction patterns or actions taken on the Jonite website.
For example, when you click on one such contact, you’d be able to see a complete list of their interaction patterns – how they became a lead, what forms they have filled out, what they have downloaded, which pages they’ve viewed, and which emails they’ve opened.
All of this can arm sales representatives with some very useful ammunition to assess the level of interest of a contact and have meaningful conversations with them.
We also helped Jonite set up the Lead Score in HubSpot by assigning every lead a certain number of points for each of their interactions such as downloading a brochure, filling out a form on the website, opening a marketing email and so on.
If the cumulative score for an MQL crosses 10, then its lifecycle stage would automatically be set to SQL, thus allowing sales representatives to have a steady source of inbound leads to engage with.
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