LeadCoverage

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Primus Solutions. We’re a technology company for the logistics industry, developing a transportation management platform that caters to truck brokers, third-party logistics companies, and other providers. Our focus is on streamlining the automation and integration through the different parties in logistics transactions.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with LeadCoverage?

When I came on board to grow the company, we were only a few years old and hadn’t gone to market yet. That’s where LeadCoverage came in. They served as our outsourced marketing arm as we went to market.

SOLUTION

What was the scope of their involvement? 

LeadCoverage worked with us to get our name out in the market through lead generation services. The first step was creating a plan to get our name out there so that we could let people know what benefits we offered. We cater to the small- to mid-sized market, so we had to communicate our value without a lot of pomp.

From there, we revamped the website with SEO logic to drive organic traffic. Then, it was just a matter of building automated campaigns off of the leads coming to our site. 

LeadCoverage’s recommendations included identifying the right CRM to use for our site (HubSpot), advising on different call to actions, and creating the strategy around our campaigns (e.g., cold calling, email, press releases, contact list building). 

Toward the end of the engagement, we pivoted to a sales development strategy (SDR) campaign as opposed to the more traditional content-based methods we’d be using. LeadCoverage hired a sales rep for me who managed the cold calling for us, which proved successful.

What is the team composition? 

I worked with 5–6 team members, depending on the situation. I had a main account manager, but there was also a HubSpot guru, a social content manager, and more. The great part was that each person was briefed on my business before entering the project, so I didn’t have to catch people up to speed.

How did you come to work with LeadCoverage?

There are a lot of marketing options out there, but I wanted to work with a company that was familiar with my industry — from the terminology to some of the more nuanced intricacies. 

There are several types of parties in the logistics sector, and selling to them is a bit different depending on the aspect you’re going after. LeadCoverage’s experience in our industry was a huge bonus because it meant they could help us cater our message. We didn’t have to explain everything in detail to them. 

Beyond that, I appreciated the level of personal care that they brought. I was familiar with Kara (Chief Revenue Officer) and Will (Chief Content Officer), but they also introduced me to various team members or prospects who weren’t necessarily related to my project. It felt like they were talking about my company whenever applicable. Some of those connections have become lasting strategic partners for us, too.

They took on my company, believed in it, and helped us network beyond what was in the strict scope of work. Growing that relationship and having it extend across the whole team stood out to me.

How much have you invested with them?

We spent between $40,000–$50,000. The pricing shifted down a bit when we switched to the SDR campaigns because we weren’t paying for other content.

What is the status of this engagement?

The engagement lasted from August 2019–June 2020. Given that we’re a smaller company and the current COVID-19 situation, we decided against renewing the contract until we had the budget for it.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our SEO traffic went up by 35% thanks to the new website and some of LeadCoverage’s automated campaigns. The campaigns continue to be a strong source of traffic for us because their team transferred management responsibilities to our internal members and showed them how to configure the campaigns in HubSpot.

We’ve since secured about a dozen new clients, which is the perfect amount for a company that’s going to market for the first time. We’re planning to build upon those touchpoints. 

I’d also like to highlight LeadCoverage’s ability to pivot where necessary. When COVID-19 hit, it was an uncertain time. Companies were trying to figure out how to work remotely, and we had to change our plan away from the content-based strategies we were using. 

Following their suggestion to switch to a cold calling approach allowed us to connect with several hundred prospects a month that we wouldn’t have reached otherwise. And, because we’re a SaaS platform, we were able to show how easy it was for customers to implement our product.

How did LeadCoverage perform from a project management standpoint?

The project management team had a plan, enforced a schedule to make sure their content was reviewed and approved, and was open to anything else we threw at them.

We had scheduled biweekly meetings and stayed in touch between those. I would always get phone calls and emails back — they weren’t billing me more simply because I had questions outside of those set meeting times. 

What did you find most impressive about them?

I was impressed with how they outlined our tradeshow plan. Having gone to these shows for years, I’d never thought to make a list of all the contacts who would be there and prioritize the ones I needed to meet. They identified the top people to schedule meetings with and provided key bullet points so that we would be prepared when making those calls.

Are there any areas they could improve?

They were always responsive to constructive feedback. Initially, I felt that the content that they were writing for us wasn’t hitting the right tone, so I scheduled a time to talk with the content writer personally. After giving her some bullet points of things that I wanted to be conveyed, she had a better sense of how to communicate our company within our industry.

Do you have any advice for potential customers?

When working with an outsourced marketing agency, you have to be clear on exactly what you want because there are a lot of offerings. If you don’t let them know what you expect them to do, the project managers will stick to the plan. 

For me, I mentioned any discrepancies as they came up rather than letting them fester. They weren’t in the office with us listening to our messaging every day, so the onus was on us to let them know our desired communication styles.

BACKGROUND

Introduce your business and what you do there.

I’m the senior marketing manager of the Americas for a warehouse robotics and software company.

OPPORTUNITY / CHALLENGE

What challenges were you trying to address with LeadCoverage?

We were looking for help with lead generation, digital marketing, thought leadership, and PR.

SOLUTION

What was the scope of their involvement?

They helped us figure out how to turn our leads into sales by improving our engagement and touchpoint strategy. They also helped us construct a way to track metrics and report on leads. They set us up with Tableau for this. They also do outbound calling for us through Connect and Sell.

In addition, LeadCoverage has contacts in the media space, so they were able to get the word out about who we are. 

We’re currently working with them on SEO. This includes backend optimization, keyword research, and Salesforce and HubSpot integration. They’ve also taken the time to train our sales teams. 

What is the team composition?

Kara (CRO) and Jenna (Account Manager) are our main points of contact. 

How did you come to work with LeadCoverage?

The CMO at my company had a preexisting relationship with one of the co-founders of LeadCoverage. 

How much have you invested in them? 

We spend about $20,000 per month. 

What is the status of this engagement?

We started working with them in April 2020 and our current contract extends through April 2021.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen an increase in website traffic and open rates for our emails. They’ve gotten a lot of meetings for us through their outbound calling work. The quality of leads is high. 

How did LeadCoverage perform from a project management standpoint? 

Their communication is very good. We mostly communicate through email and the other tools we’re using for the project. 

What did you find most impressive about them?

They’re very accessible and knowledgeable. 

Are there any areas they could improve?

They’re learning as they go, and they’re a fairly new company so they still need more experience. However, they’re getting better every day. 

Do you have any advice for potential customers? 

Be forthcoming about what you want to achieve, and they will provide their best recommendations to achieve that result. 

BACKGROUND

Introduce your business and what you do there.

I’m the VP of sales and operations at a logistics and transportation provider.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with LeadCoverage?

We needed help implementing a new CRM.

SOLUTION

What was the scope of their involvement?

LeadCoverage did all of the frontend work and research on getting us established with HubSpot. Within the CRM, we’re able to make email and sales campaigns, and the tool works really well for that.

On top of that, they set up multiple landing pages for our web presence. The team also handles all of our social media, including Twitter, Facebook, and LinkedIn.

What is the team composition?

We work with Kara (CEO), and a team of two other people.

How did you come to work with LeadCoverage?

Kara knew of us and worked with one of our owners to refine our relationship.

How much have you invested with them?

We’ve spent $110,000–$150,000.

What is the status of this engagement?

We started working together in June 2019, and our work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

They’re always available 24/7, which has been really instrumental in keeping things afloat. In the past, we didn’t have a structured CRM that gave us all of the feedback that HubSpot does, and we certainly weren’t managing all of the activity on our website through tweets or through Facebook. Now, it’s all much better.

How did LeadCoverage perform from a project management standpoint?

It’s all very organized. They’re really good about creating a tailored agenda for our meetings to make sure that we can get everything done in 45 minutes to an hour.

What did you find most impressive about them?

Their team is highly flexible and provides hands-on attention. Other vendor s don’t provide hand-holding, a personal touch, or thoughtfulness. They truly do a great job of assessing our needs and figuring out the best way to fill those needs.

Are there any areas they could improve?

No, they’ve been pretty responsive. Whenever we’ve asked them for a little more support, or to go in a different direction, they’ve always done a great job.

Do you have any advice for potential customers?

My advice is to let them give a full presentation of what they’re capable of. In the beginning, our focus was only on the CRM, but it quickly grew into more of a marketing relationship.