Case Study – Will it make the boat go faster? – Digital Marketing Optimisation

Increasing website leads for a B2B Consultancy firm.

“I started working with Saucy Horse 4 years ago when I asked them to market my book, Will It Make The Boat Go Faster? Since then we have sold over 30,000 copies.

For the last 3 years Saucy Horse has done all the marketing including digital marketing optimisation services, for Will It Make The Boat Go Faster? Ltd. At the end of our 3rd year of trading we have increased our annual turnover from zero to more than £1m.

Tracy and her team have done a fantastic job of developing our online presence and bringing in hot leads. Nothing has been too much trouble – their energy and enthusiasm have been fantastic.

We’ve really enjoyed working with them.Thank you for everything that you have done.”                                

Ben Hunt-Davis MBE, Director



Digital marketing optimisation services : What we did

– Provided over 2,000 qualified prospects in two years

– Oversaw marketing that delivered sales of over 30,000 copies of the book

– Connected the client to over 4,000 qualified prospects on LinkedIn

– More than trebled traffic to the client’s website

– Marketing partners that have helped the business grow from zero turnover to in excess of £1million in 3 years.

  Will It Make The Boat Go Faster is a highly respected performance consultancy business. They help businesses achieve their ‘Crazy goals’ with principles based on the inspirational story of Ben Hunt-Davis MBE and the gold medal winning Men’s GB Eights rowing team.  

“Tracy and her team have been a true partner for over three years to our growing business. The Saucy Horse team have a real understanding of the growth challenges and opportunities facing businesses like ours – and found a cost effective way for us to get to our diverse market. I can honestly say there was not a day in the week when we didn’t have an enquiry, comment or some confirmed business arrive via our website or social profiles. Thanks for helping us off our training wheels and guiding us through the complexities of digital marketing!” Tom Barry, Director

 

Background

When we first started working with Ben Hunt-Davis, the performance consultancy business had not yet been set up. Ben had written a book based on his story – Will It make The Boat Go Faster?” and was regularly delivering motivational speeches to organisations around the world. Our challenge was to help him grow what he did beyond himself and the speech, and market a rapidly growing portfolio of business consultancy services.

What we did

Insight – The Will It Make The Boat Go Faster? website attracts plenty of traffic, but Saucy Horse began by working out what the missed opportunities were using a website review programme. The website review allows us to understand what areas of Digital Marketing Optimisation are not being maximised. The team created additional on-site interactions to encourage users to self-identify what their specific needs were. By analysing implicit user behaviour, and explicit responses to polls and blog content, they were able to identify the range of needs of users, and create appropriate navigation options to help them find what they wanted. This enabled us to create pages and data capture forms around specific services, and even assist in the creation of new products and services that would be popular with the Will It Make The Boat Go Faster? prospect audience.

The website now receives an average of 25 inbound service enquiries every month. With potential lifetime value of customer between £10,000 and £100,000 and a conversion rate of over 30%, that represents a sizeable return on investment.

Leadscoring – Saucy Horse set up an automated lead scoring process to help Will It Make The Boat Go Faster? to identify most profitable leads that required follow-up. Leads are scored based on the actions that they take on the website. Once leads reach a certain score, an automated email is triggered to the Will It Make The Boat Go Faster? sales team asking them to manually follow-up with a potential client who is likely to convert.

Targeting – Whilst working with Will It Make The Boat Go Faster? we have helped them to build an email database of highly relevant prospects. These prospects receive a fortnightly update from Will It Make The Boat Go Faster? On average, these emails receive a 30% open rate and drive 200 visits to the website. Specific emails with service offers can achieve open rates as high as 46%.

digital marketing optimisation services case study

Digital Marketing Optimisation – Heat Maps showing user flow

We use LinkedIn to identify high value prospects and drive them towards Will It Make The Boat Go Faster’s marketing funnels. We have also run specific campaigns to drive sign-ups to a particular event.

Personalisation – With users finding the content that they need to help answer their questions, Saucy Horse then added appropriate calls to action on how these users could further address their questions with highly targeted content. This enables the Will It? team to have direct communication and offer a more personalised service.

The analytics team also used behavioural tracking to build more complete profiles for users who signed up, so that the Will It? team have visibility on how engaged (or not) a particular user is with the story.

The digital marketing team also identified opportunities to get the message out to more people who may not have heard of Ben’s story, running content, social and paid advertising campaigns. These targeted people looking online for the kind of problems Ben and the Will It? team can help solve.

Find out more

Read more on how we helped other clients increase their return on their digital marketing spend >> CASE STUDIES

Contact Saucy Horse for a free review of your website’s current performance, and a no obligation report on how we can help optimise your digital marketing.

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