Marketing

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Building

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Generating 300 poor or unqualified leads per month results in futile, time-consuming tasks for B2B companies and their sales teams. Generating 30 right-fit prospects who genuinely require your organization&#8217;s products or services is far more beneficial. If an agency promises to &#8220;10x&#8221; your website traffic, we advise you to be cautious.

Traffic is one thing but without qualified leads, it isn't worth much!

PW Trenchless - b2b conversion rate

60% more form submissions for civil engineering firm

In the world of B2B conversion rates, turning website visitors into qualified leads is a crucial metric for success. However, many businesses need help to bridge the gap between generating traffic and securing conversions, much like this client! At the onset of our engagement, <a class="editor-rtfLink" href="https://pwtrenchless.com" target="_blank" rel="noopener">PW Trenchless</a>, a civil engineering construction company, faced significant hurdles in measuring and enhancing its website&#8217;s conversion rates. Despite having a solid business foundation, they needed more detailed analytics. They targeted marketing strategies to leverage their online presence effectively.

Small tweaks, majors results.

Before our intervention, the client struggled with two significant challenges. First, they needed more visibility into their website&#8217;s performance, making it impossible to track success or failure. Second, they needed help capturing the interest of potential B2B clients, a crucial aspect of their business. These challenges left them in the dark about their standing in the market.

Challenge

The first step was to shed light on the company&#8217;s online presence. Thus, our work began with thoroughly analyzing the existing website data, user engagement metrics, and industry benchmarks. We implemented tracking and analysis tools, unveiling critical data that would guide the strategy.
The data showed that our client&#8217;s website needed more organic search traffic, minimal engagement, and a poor conversion rate. BlackBean&#8217;s analysis revealed significant opportunities for improvement, particularly in SEO, content optimization, and user experience (UX) enhancements.
Armed with insights, we crafted a conversion optimization strategy focusing on:
<ul>
<li>SEO and Website Enhancements: We initiated a series of SEO adjustments, dramatically improving the website&#8217;s technical performance and improving some of the content and messaging. </li>
<li>Website Forms Performance Optimization: Through ongoing testing and optimization, we improved form submissions, with a significant portion of submissions translating into legitimate contact form leads.</li>
<li>CRM Implementation and Marketing Automation: We introduced a CRM system and automated follow-up email campaigns to streamline the client&#8217;s sales and marketing processes. </li>
</ul>
The successful implementation of our solutions was a testament to the collaborative effort between our team and the client. We worked closely to ensure that each strategy was implemented with precision and aligned with their internal resources, demonstrating their commitment to the process.

Solution(s)

One of the key successes was enhancing website form performance, which directly contributed to the increased rate of qualified leads. The most telling success metric was the dramatic rise in form submissions by 317.65%. However, taking this with a grain of salt would be best due to test submissions and spam filtering.
Other notable results were:
<ul>
<li> Our efforts led to a staggering 63% year-over-year growth in organic search traffic, a clear testament to the effectiveness of our SEO strategies. User engagement also saw a notable increase, further validating the success of our content optimization and UX enhancements.</li>
<li>The most inspiring part of our success story is the impressive improvement in qualified leads. Our strategies led to a 58.8% qualification rate in February, a significant jump from the initial figures. This success is a testament to the power of CRO in lead generation.</li>
<li>The website&#8217;s lead generation rate saw direct improvements, contributing an estimated $800k of raw contract value or 1:13 ROI.</li>
</ul>
The metrics speak volumes about the success of our optimization efforts. The results were evident from a significant jump in organic search traffic to a dramatic increase in qualified leads. Unsurprisingly, this performance improvement was mirrored in the client&#8217;s appreciation of our marketing efforts, as they began seeing tangible results and ROI from the optimizations. The proof was undeniably in the pudding.

Results

Paid Search

&#8220;In 10 years of working with marketing companies, [BlackBean] is the only one that has generated quality leads!&#8221; &#8211; J. Hart, Sales Director.

Delivering value is what we do.

Royale Company - Google ads for B2B

$1.5M lead from Google ads in less than three months

Search advertising provides near-instant results for B2B companies looking to boost their lead generation. After upgrading Royale&#8217;s website with strong conversion pages and highly relevant content, we built a targeted search campaign to promote their key services across the United States.

Immediate ROI from search advertising

Once we completed our positioning exercise, it was time to generate leads. Although Royale had plenty of contracts around their home base in New York City, they struggled to push into other markets like Texas, Chicago, Miami, and Baltimore. They needed a targeted, efficient advertising campaign to get their upgraded messaging in front of the right clients across the country.

Royale&#8217;s customers could be found in dense metro areas across the country, particularly in areas where real estate development is high. We targeted a dozen metro areas ranging from Texas to Baltimore, keying in on specific zip codes that best fit their customer profile. As we collected data from the campaign, we adjusted targeting, keywords, and bids to maximize performance.

Solution

<h2>Over $1.5M in leads generated</h2>
Through the campaign&#8217;s first 90 days
<h2>$55 average cost per lead</h2>
<h2>More online leads</h2>
Than any other channel since campaign launch

Biotech

&#8220;We were blown away by the designs that they provided for us from the first drafts. They were colourful, engaging, and everything that we thought our audience was going to be looking for. We are incredibly excited about the impact that we’ve been able to make and how well the materials BlackBean delivered have enabled us to tell our story as a company.&#8221; &#8211; J. Green, Marketing Director

Testimonial

Arctic Apples - Biotech website design

How a Biotech Company Transformed its Website for Optimal Results

Arctic Apples is the brand name for a new variety of non-browning apple. Engineered to mimic the taste of the popular Granny Smith and Golden Delicious varietals, Arctic Apples reduce food waste by eliminating the enzyme that causes browning from the fruit. Arctic Apples engaged us to develop a website that spoke to each of their audiences: consumers, retailers, and organizations like schools and hospitals.

An all-in-one website for a very special apple

The Arctic Apples website project had two major challenges. First, the business wanted to speak to many audiences at once. Their ideal website would offer consumer education, resources for retailers, and purchasing information for public and private organizations ranging from hospitals to prisons. Second, their product courts controversy. As a genetically modified food, Arctic Apples face added scrutiny from a vocal segment of health-conscious consumers. The website had to both sell their product as well as provide education and reassurance that GMO apples are safe and nutritious.

We worked closely with Arctic Apples&#8217; internal marketing team to map out the resources and information that would benefit each of their target audiences. Then, we developed interactive features like a cost calculator, recipe directory, and downloadable resource section to provide each audience with the tools they need to make an informed purchasing choice. We wrapped these features in a playful, colourful design that put their product in the forefront.

<ul>
<li>33% traffic growth in the first year of the website redesign</li>
<li>9% longer avg. time on page general increase in user engagement</li>
<li>34% increase in new users, reaching a valuable new audience</li>
</ul>

Design

The problem with a near-miss is that it&#8217;s still a miss. Getting your market positioning almost right isn&#8217;t good enough. We can help you position your company exactly where you want it to be, maximizing lead generation and improving lead quality.

Sell exactly what you want, to exactly the right audience

Royale Company - B2B brand strategy

The perfect tagline for property staffing group

When we started working with Royale Company, they lacked direction. Although everyone agreed that they were a property staffing company, stakeholders could not agree on their precise positioning. Residential or commercial? Urban or rural? They needed strategic clarity, and they needed messaging that supported their position.

Want clients to notice you? Speak their language!

Royale Company&#8217;s biggest challenge was a lack of clarity. Each person involved in the company had a different idea about where they were today, and where they&#8217;d be tomorrow. What they needed was a clear direction, and a strong message to support that direction.

We consulted directly with Royale&#8217;s leadership, discussing the benefits and drawbacks of various market positions and identifying their areas of strength. In the end, we determined their service category was &#8220;highrise staffing services specialized in premium hospitality&#8221;. From there, we re-wrote the contents of their website and marketing materials, introducing the tagline &#8220;Premium People For Your Property.&#8221;

<ul>
<li>66% organic traffic increase after introducing relevant, positioned website content</li>
<li>254% increase in form conversions since repositioning</li>
<li>35% average time-on-page increase, signaling improved content relevance</li>
</ul>

Royale Company - B2B brand strategy

The perfect tagline for property staffing group

Royale Company had plenty of job applicants, but not many leads coming in. We worked with them to develop a clear positioning, improving relevance and visibility in the process.

Want clients to notice you? Speak their language!

Challenge

Solution

Results

Sell exactly what you want, to exactly the right audience

See Results in Action

60% more form submissions for civil engineering firm

$1.5M lead from Google ads in less than three months

How a Biotech Company Transformed its Website for Optimal Results

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