B2B Case Study.
Summit had spent two years cycling through agencies, freelancers and sales reps. Each one arrived with a silver bullet, and each one left the same problem behind. By the time we were brought in, the working assumption was that the next supplier would be much like the last.
We started where the internal leadership team directed us: LinkedIn. While managing the channel, we took monthly impressions to a peak average of 500,000 inside three months. In large part that was down to a viral post from the client, which had very little to do with us.
By the usual standards of a B2B social report, that is where the story stops. We use the stat in our advertising and everybody is pleased.
But we did not stop. We tracked the conversions behind the impressions, and found zero orders. Half a million impressions to an internally identified “relevant audience”, and nothing at the end of them.
Rather than hide that, we explained it. Saying it out loud exposed the real problems in the process. Finally, they could start fixing things.
The honest answer was that inbound was the wrong shape for this business, so we swapped to a hybrid outbound strategy. First we sorted their SEO, asked every current client to leave a glowing Google review, and freshened up the photos on their website. Then we reached out to the people who need the services. Almost immediately, the trajectory of the business changed.
What happens next.
What replaced the silver bullets was a small but mighty department that can grow. The question is no longer “how do we get more customers?” It is “how do we compete with the giants of the industry offering an inferior service at a higher cost?”
We are working with Summit to build a consistent, scalable enterprise, with our revenue tied to their results.