PlanetTogether is a SaaS (software as a service)-based company that provides advanced planning and scheduling software for manufacturers. They service clientele internationally, and their engineers implement and manage their proprietary manufacturing technologies for companies that produce billions of dollars of goods on an annual basis.
As a company in an industry with very long sales cycles, they wanted to facilitate the buyer's journey in the simplest way possible. The challenge was to keep their client personas in mind and to come up with more of an account-based marketing approach. At the same time, PlanetTogether was looking to target some very specific niches, including the beer brewing industry.
Crafting the Campaign
This is where Campaign Creators came in. To help PlanetTogether come into the spotlight in the brewery market, we created assets such as infographics to simplify the message of the company and explain their value and processes to their leads. This was accomplished with the use of a variety of HubSpot products including lists, emails, landing pages, forms, calls to action. Nearly every tool in the book was utilized!
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Focus on: Infographics
We put our design skills to work creating comprehensive infographics, like the one displayed below, to promote the company specifically to breweries. They were intended to reflect brand consistency and process while providing a breakdown of what the brewing industry was going through with easily digestible graphics.
We conducted considerable research on the brewing process in order to incorporate elements that follow it from start to finish in the infographic shown.
This piece featured graphics like thermostats, fermentation tanks, hops, and funnels, as well as more subtle details like pipes implemented into the topography of the infographic. This created (literal and visual) flow and guided the user through the infographic. Care was taken to maintain color scheme consistent with the website's page and overall brand of PlanetTogether.
The end of the piece additionally led into a call-to-action to examine a case study with a famous craft brew, New Belgium, which played a key role in helping PlanetTogether to establish credibility among breweries.
Online submissions could be tracked to breweries across 4 continents and delivered almost 700 visits and 15 high-value new contacts in their database.
Our campaign also enabled the company to obtain collateral and assets to support their business representatives by giving them the insight necessary to approach breweries. As a result, they were able to break into the industry, developing two strategic partnerships with a college and a local brewery.
In the video below, PlanetTogether says we have helped take a 6-9 month sales process to 2 weeks, and increased monthly leads from 20 to 70 based on initiatives like this Brewery Campaign.
This blog post is part of “Your Definitive Guide to Lead Generation” blog series.