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May 1st, 2024

PMA Awards 2024 Finalist: Golley Slater’s Campaign for Precision Proco

Opinion

Our recent campaign for Precision Proco proudly earned us a spot as Finalists in the Performance Marketing Awards 2024 for Best B2B campaign and Best Lead Gen – showcasing our ability to deliver outstanding marketing solutions on a modest budget.

Chris Molloy, Precision Proco’s Sales Director, praised the collaboration: “Golley Slater has supported our sales and marketing efforts, showing the true value of a multi-channel approach. We look forward to continuing this successful partnership.”

Transforming Print-on-Demand with Precision Marketing

Precision Proco, the UK’s leading print-on-demand provider, has over 30 years of experience working with big brands like Thortful and Tony’s Chocoloney. Despite their industry leadership, they faced several challenges: limited budget, low brand awareness, an underutilised CRM system, and a need to justify further investment. To tackle these issues, we designed an automated lead generation program that significantly boosted their sales pipeline and revenue.

Clear Objectives 

Our primary strategic marketing goal was to convince Precision Proco’s board that a targeted marketing approach would yield a positive return. Specifically, we aimed to:

  • Raise brand awareness among target audiences.
  • Test new promotional channels to attract and convert ideal customers.
  • Align sales and marketing teams.
  • Fully utilise their CRM system.

Smart Execution to nurture B2B Leads 

We started with workshops to align sales and marketing, identifying target audiences and developing key messaging. Our high-impact creative campaigns ran across LinkedIn, PPC, and targeted emails to 500 companies. These marketing campaigns addressed common customer challenges and included a strong call to action: “If anyone can, Precision Proco can, so make the switch today!”

We nurtured leads through targeted content, consultation calls, and personalised direct mail packs. This comprehensive strategy, leveraging their CRM system, effectively converted leads into customers.

Innovation and Creativity with CRM Automation

Our approach was more than a marketing campaign; it was a holistic ecosystem of messaging, outreach, and channel activities. By centering our efforts around their CRM, we achieved immediate results and set a sustainable template for future campaigns.

Results and Marketing Effectiveness

  • A £750k sales pipeline.
  • 30 leads and 3 new clients, generating £350k in revenue.
  • An ROI of 10:1.
  • 50% over-delivery on programmatic impressions.
  • Impressive search performance with 9,499 impressions and a CTR of 8.31%.
  • LinkedIn CPM was 50% lower than planned, enhancing campaign reach.

These outcomes demonstrated the viability of an ongoing, automated approach, bolstering the case for future investments.

A new approach to B2B Lead Generation

Our team collaborated closely with Precision Proco, bridging the gap between their sales and marketing teams. This partnership fostered a new approach to B2B lead generation, combining human expertise with technological advancements. The success of this campaign was built on trust, openness, and a shared commitment to achieving top results.

If you’re curious about how we could help with your marketing, please get in touch.