Viking Pump Case Study

Marketing Automation Helps Viking Pump Improve Distributor Communication and Boost Sales

Viking Pump, a Unit of IDEX Corporation, leads the world in the design and manufacture of rotary Positive Displacement Pumps for the use in some of the toughest applications. Viking has an outstanding network of "local" stocking distributors. 

THEIR CHALLENGES: COMMUNICATION BREAKDOWN

Viking Pump needed to be able to clearly visualize and understand what was happening to the leads they sent to distributors. Meanwhile, distributors needed an easy way to communicate with Viking Pump that integrated seamlessly with their normal business process. To give distributors the best chance of closing deals, Viking Pump had to improve their lead-management processes in order to get the leads to the right sales rep fast. 

 

TOP OBSTACLES


Manual distributor feedback process that takes a lot of time and potential for information to get lost in the fray


No knowledge of reporting metrics within the platform, campaign reporting as an aggregate, or individually


Lack of CRM (Microsoft Dynamics) connection, setup, integration

TOP OBSTACLES


Manual distributor feedback process that takes a lot of time and potential for information to get lost in the fray


No knowledge of reporting metrics within the platform, campaign reporting as an aggregate, or individually


Lack of CRM (Microsoft Dynamics) connection, setup, integration

OUR PROPOSED SOLUTION: MARKETING AUTOMATION PROVIDES AN ANSWER

 

Viking Pump needed to be able to clearly visualize and understand what was happening to the leads they sent to distributors. Meanwhile, distributors needed an easy way to communicate with Viking Pump that integrated seamlessly with their normal business process. To give distributors the best chance of closing deals, Viking Pump had to improve their lead-management processes in order to get the leads to the right sales rep fast. 

RESULTS: DATA-DRIVEN DECISIONS

Automating the lead management process created a constant stream of feedback for Viking Pump, supplying a lot of new data. The feedback received from the distributors is a real-time snapshot of the sales pipeline, lead status, ROI on marketing spend, distributor performance, and a whole lot more. Other processes in the CRM and Act-On platform like lead nurturing, lead scoring, multi-channel campaigns, as well as other key activities such as web analytics and customer history—now work in unison to create a seamless integration imparting valuable information.

RESULTS: DATA-DRIVEN DECISIONS

Automating the lead management process created a constant stream of feedback for Viking Pump, supplying a lot of new data. The feedback received from the distributors is a real-time snapshot of the sales pipeline, lead status, ROI on marketing spend, distributor performance, and a whole lot more. Other processes in the CRM and Act-On platform like lead nurturing, lead scoring, multi-channel campaigns, as well as other key activities such as web analytics and customer history—now work in unison to create a seamless integration imparting valuable information.

THE RESULTS ARE IN!

After Vonazon launched the new campaigns and the dust had settled, the results came pouring in with tremendous success. Viking Pump's content was not only fully optimized and more visually appealing, but there was a legitimate increase in engagement across multiple platforms and assets.

However, this content would be nothing without the perfect strategies in place to execute them. By implementing a full lead-nurture strategy, Vonazon could fully track behavior and engagement. This gave the teams tangible insight into what content was working better than others, and how Vonazon could continue to optimize campaigns for the best results.

Through our website redesign, the results spoke volumes. Vonazon could see vast improvements in website traffic, contact inquiries, and all the important opportunities that were created on the sales team. Vonazon understood that the user's experience is just as important as how the website looks and feels.

WHAT'S NEXT FOR VIKING PUMP?

Besides the increasing influx of conversions and engagements, Viking Pump knew that there was more to just emails, landing pages, and websites.

That's why they have enlisted the help of Vonazon again to develop out a full promotional video to be used for marketing and their events. This new piece of multimedia will display a different way to introduce Viking Pump to current & future customers alike.

Vonazon
Los Angeles Office

Toll Free: (800) 600-7007
Local: (818) 357-5400
Fax: (818) 357-5430
info@vonazon.com

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