How Corporate Giants Benefit from Team Augmentation
Blue Giant Equipment Corporation is a global leader in developing, manufacturing, and distributing loading dock systems and material handling equipment. The loading dock and material handling industry has evolved significantly during the last fifty years and Blue Giant has been a part of that movement since 1963. By effectively identifying market trends and recognizing product development opportunities, Blue Giant has made strategic decisions that have kept the company at the forefront of innovation.
Blue Giant became a Futureproof client in 2021 looking for ways to elevate their marketing practices. The organization has been in business for over fifty years and has seen long-term success. As a result of the scaling, marketing practices began to become less of a priority. Blue Giant required a turnkey solution to assist their internal team with developing new marketing strategies and generating a strong digital presence.
Blue Giant offers a tailored product solution that focuses on developing dedicated sales and service teams. Many companies do not recognize the importance of aligning marketing and sales initiatives. In today’s landscape companies need to move away from the traditional corporate structure of working in silos and adapt to a more streamlined approach between all departments – this is where Futureproof stepped in. Sales and marketing need to work symbiotically in order to increase the bottom line. Futureproof was able to outline key business opportunities for Blue Giant include including:
Drive awareness and increase engagement with Blue Giant products online
Expand dealer networks with high-volume quality dealers
Acquire new customers across Canada and the United States
Have educated dealers on the Blue Giant product line
Maintain and improve relationships with current customers
Improve flow as a customer moves through the sales pipeline
Generate digital leads
Before Blue Giant joined Futureproof in 2021, the internal marketing team struggled to align on strategy including what should be executed in the short versus long term, and how they should move Blue Giant into the next phase of success.
Blue Giant is a well-established company that has vastly expanded its operations since its founding. In their beginning stages, Futureproof helped Blue Giant’s’ marketing and sales teams by integrating educational sessions to allow each team to focus on their projects, while also learning how to work together to capture their ideal clients.
Futureproof performed a thorough business audit and laid out an ongoing action plan tailored to Blue Giant’s needs. The team defined customer personas to capture their ideal client base, curated a competitive analysis, mapped user journeys, identified key marketing goals, and aligned on Key Performance Indicators (KPIs) in order to measure success.
Once the foundation for a strong marketing strategy was created, the next step involved presenting a solution in order to provide a better understanding of client needs. Among the implementation of website recommendations, SEO performance audit, Google Analytics introduction to measure success, paid advertisements to generate new leads, creation of visual assets for social media platforms, and alignment on campaigns, the Futureproof team implemented two significant improvements. The further improvements involved implementing Hubspot and Salesforce. They were added to Blue Giant’s marketing strategy in order to gain greater insight into the customer journey. This solution bridged the gap between sales and marketing.
Implementing Hubspot and Salesforce provides insight into the mind of the consumer. From a high level, the implementation of Hubspot has given the proper infrastructure for results tracking, which has led to more informed decision-making. Further, the integration of Salesforce has allowed Blue Giant to find more qualified prospects, close more deals, and provide better customer service overall.
Hubspot and Salesforce offer a clear handoff from marketing to sales all the way from the buyer journey through to the sales pipeline. The solution allows for complete visibility between marketing and sales interactions. The applied tactics have given insight into the customer journey and streamlined marketing and sales processes.
As a result, Blue Giants’ marketing team can now report on Return on Investment (ROI) and the sales team can understand the requirements of the customer during ongoing product communication which can lead to upselling opportunities.
Today, Futureproof is consistently working on visual assets for posts on various social media platforms and paid advertisements. Further, there is a large task in the works which involves completely revamping their Blue Giant University platform into an online training hub. Futureproof is looking forward to Blue Giant’s next chapter!