"Brad came into CMS with a bunch of fresh ideas of how to approach Sales and Business Development teams. His enthusiasm and never say die attitude to getting the best marketing support to all corners of the business was great to see. A true 'Noisy' Marketeer if I ever have seen one"
Steve Yeoland - BDM
CMS distribution, a technology company that has been connecting with customers for over 30 years, had a problem.
Although it was financially healthy and had excellent customers and clients, its old fashioned marketing ways were being left behind by growing competitors in the same space.
Introduced via networking partners, bradchuck was hired on a 6-month contract to produce a new Marketing Strategy and Business Growth concept. This is the story.
As with all our clients, we start with the 3 fundamental questions of marketing to ascertain what projects needed to be worked on and what must take priority to help re-build the marketing effort. We focused on 7 key points.
With a website that was causing more harm than joy, it was a financially backed session to create a new template for the business that operated with marketing efforts
30 years of data is certainly going to have many profiles that are out of date and simply not worth the effort of marketing and promoting any messages too. A full data cleanse was needed and provided
With a team of 15 marketing executives in place, it was not an issue of enough staff or effort, but simply not enough understanding or new and traditional marketing methods. The bradchuck training academy was introduced
Along with the updated training, the marketing department lacked fundamental digital tools to succeed in supplying ROI reports to leading vendor campaigns. By introducing SEMrush, QlikView and Hubspot, we opened new doors
Creating a platform that could migrate and operate with the older CRM system, we helped introduced Hubspot as a viable partner to created estimated email and social campaigns to drive new sales leads via nurturing of the data
With demand for resellers to automate sales transaction online, it was an easy decision to rebuild the eCommerce platforms and create a new direct B2B marketing strategy to offer an online buying vice for suppliers in the channel
With a 15 person team, there was enough experience, coupled with the new tools and training, to build an internal marketing agency that worked with vendors and 3rd party companies in the technology space. The Good Stuff Agency will be seen soon...
"A well thought, constructive and imaginative campaign that adhered to multiple customers and clients and offered a 2-way promotional message. By partnering with key vendors, a city and an enterprise concept, the result was an outstanding campaign that delivered on returns"
CRN Sales and Marketing Awards 2020
What is NAS Solutions?
Before we could begin, we had to understand what the solution was so we can pinpoint a dedicated marketing idea. A NAS (Network Attached Storage) device is a storage device connected to a network, meaning it was a join solution that had many implications for many customers and clients in the B2B space
The Setup Work
Building the Vendor Relationship
By working with 5 vendors, we needed to be agnostic in our approach and to outline the ROI expected from a drastically different campaign. This is where our experience and leadership mattered
Creating the Sales Message
With any marketing campaign we manage, must have a hidden or publically seen sales message that operates as the key instrument behind the marketing effort. We outlined the importance of NAS solutions for business
Building the Marketing Concept
With the research, analysis and sales understanding in place, we could design the marketing and PR concept that delivered returns for all invested vendors while opening new avenues and opportunities for business transactions
The Golden Ticket Incentive
Once we understood the concept of the service that needed promotion, we could liaise with the 5 key vendors and the distributor enterprise team to create a partnership that offered a true reseller incentive.
The decision was made to make this incentive like nothing before. The Golden Ticket was born
"The Golden Ticket, in support from our NAS Solution partners in Seagate, Toshiba, Western Digital, QNAP and Synology, is your chance to experience Dubai first hand and learn more about how NAS solutions play a key role in how a ‘smart city’ operates"
By working with the Executive Council of Dubai, we were able to create an experience that showed how NAS solutions physically work in the Smart City of the future. The NAS Solutions team were offering lucky customers the opportunity to come and see the ‘City of Gold’ for themselves with a once in a lifetime trip to Dubai.
Of course, visiting Dubai on a 5 star weekend holiday does not come cheap - so the chance to go had to help return a large ROI for the key vendors. So we created a completion based on a points scoring system.
Resellers can build scores based on the introduction they give to their customers in regards to the NAS solutions offer. This was a simple process that pushed the notion that the more they supported the solution, the points they built up.
Understanding the Solution
For the distributer CMS and the key vendors, the solution was key. This had to be a central point of the marketing message to make customers understand how relevant storage solutions for their business was. This was achieved by a serious of webinars, social teasers, email promotion and a direct mail indication in a golden ticket envelope.
Over 1,000 new business enquiries leading to 105 new sales for the NAS solutions Enterprise team
500 + Competition Entries
507 points scoring entries into the competition to win a trip to Dubai
A nomination at the CRN Sales and MArketing awards for the best distribution B2B marketing campaign
"Brad was instrumental in helping me plan and execute my go-to-market strategy, empowering and enabling me to really drive the business. Brad thinks outside the box and has an approach that's different from other people in his field, which makes him really stand out"
David Hooker - BDM
Our policy is simple. Define the attributes and goals of the business by understanding their website, their sales options and the feedback from customer service. By researching these 3 key areas, we ere able to establish a 7-step plan that was engineered to support the whole company.
Establishing a plan is only the first step - getting this plan heard by the board and then agreed upon was the true goal of our mission. To achieve this, we had to be programmatic in our approach and naturally,m source our financial decisions for each step.
No easy task, but with our in-depth knowledge, understanding and the huge pool of networking partners, we could create a plan that everyone could stick too.
Now, with a new website on the way, invigorated marketing team with new training, skills and ROI tools, a cleansed data list and a long term future plan in place, the CMS sales team have seen a steady stream of leads, something they could only ever have dreamed of in the past, come soaring in onto their desktop each day via a new and fully automated marketing and sales process
"Brad is a brilliant hardworking and innovative marketeer, his knowledge and enthusiasm to reach wider audiences across a large spectrum are sublime. Brad has great interpersonal skills and a natural flair for marketing into a variety of verticals"
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