Nice article at BtoB online about Watkins Manufacturing, producer of HotSpring Spas, the No. 1 selling brand of portable hot tubs in the world. Seems as if Marketing Programs Manager Susan Strible called in AdTrack of Cedar Rapids to help track their advertising spend.
Dan Rogers, AdTrack’s VP-corporate development, said he locates CAM’s effectiveness in its unique capability to "intercept the lead, no matter what the source." While most companies handle lead management with a patchwork of internal tracking and outsourced fulfillment, AdTrack centralizes the whole process under one roof. All data on incoming leads are captured on a hosted Web site that can pinpoint their source. Leads are then electronically profiled—including those that may be valid but not yet ready to buy.
The bottom line, Strible said, is that Watkins now knows exactly which parts of those advertising dollars are effective and which are wasted. "AdTrack," she said, "has given us a direct way to associate a sold-spa with the specific ad buy that generated it."
Ms. Strible is our kind of marketing manager. I wish BtoB would publish more of these nut and bolt case studies.
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