Case Study Overview
How an ABM Strategy Drove a 180% Increase in Inbound Calls
For over a century, Morse Manufacturing has been the undisputed global leader in drum-handling equipment, building a legacy on American-made quality and engineering excellence. Operating through an extensive network of dealers, Morse’s success is intrinsically linked to the success of its partners. This case study details how we implemented a comprehensive Account-Based Marketing (ABM) program to transform their website into an intelligent lead-generation engine that actively identifies and nurtures high-value prospects for their dealer network.
- Manufacturing, Material Handling
- ABM/Marketing Strategy, Content Creation & Strategy, Digital Advertising, Digital Marketing, Email Marketing Campaigns & Automation, Lead Generation Marketing, Site-Insights
The Challenge
Empowering a Global Dealer Network with Qualified Leads
As a manufacturer that sells exclusively through dealers, Morse Manufacturing’s primary marketing goal is to fuel its partners’ success by delivering a steady stream of high-quality leads. They needed to evolve their digital strategy from a broad, passive approach to a proactive system that could identify, engage, and qualify high-value accounts. The challenge was to implement a custom Account-Based Marketing program that would leverage state-of-the-art technology to turn their existing website into a powerful tool for their dealers.
The Big Idea
Turn an Anonymous Website into an Active Lead-Scouting Machine
Our guiding philosophy was to transform Morse’s website from a passive digital catalog into a proactive, intelligence-gathering tool. By building a system that could automatically identify the high-value companies already showing interest and engage them with personalized content, we created a lead-scouting machine that worked 24/7. This system didn’t wait for leads to come in; it actively found, qualified, and nurtured them on behalf of Morse’s dealer network.
The Results
Increase in Leads, More Efficient, and Higher Engagement
The integrated ABM program delivered significant, multi-faceted results, proving the value of a targeted, technology-driven approach.
Increase in Conversions
On-site conversions increased dramatically, with a 10% increase in website form submissions and a massive 180% increase in phone calls from the website.
Website Visitors Identified
Our sales intelligence tool was incredibly effective, capturing the identity of 5,500 individual visitors from high-value companies.
Email Engagement
The email nurture campaigns saw phenomenal engagement, with an average 30% click-through rate on over 10,000 automated emails, proving the power of personalized messaging.
Efficient Ad Program
The paid advertising program became hyper-efficient, achieving an 89% decrease in the average cost per lead.
Using an Account-Based Marketing Plan to Generate Leads
This was just one example of how Site-Seeker helps clients meet (and exceed) their local listings and business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
An Integrated Lead-Scouting Ecosystem
Site-Seeker understood that the most valuable prospects were likely already visiting the Morse website but leaving without a trace. We designed an integrated ABM program to de-anonymize this traffic, identify high-potential accounts, and nurture them with personalized messaging.
Your Best Prospects Are Already on Your Site
Our core insight was that anonymous website traffic is a massive missed opportunity. The cornerstone of our strategy was to deploy lead intelligence technology that could act like a “caller ID” for the website, identifying the high-value companies that were actively researching solutions.
Personalization Drives Engagement
We knew that generic, one-size-fits-all marketing would not resonate with sophisticated B2B buyers. The strategy was to create an automated system that could tailor messaging and content based on a visitor’s industry and on-site behavior, ensuring every touchpoint was relevant and valuable.
An Integrated System is a Force Multiplier
No single tool could achieve the goal. Our strategy was to build a cohesive marketing ecosystem where SEO and Paid Ads attract the traffic, lead intelligence identifies the accounts, and Email Automation nurtures the relationship, with each component making the others more effective.
Execution
Account-Based Marketing Machine
Site-Seeker built a multi-stage ABM machine designed to attract, identify, and nurture high-value accounts.
Attract (SEO & Paid Advertising)
We started by driving the right traffic. We performed foundational Search Engine Optimization to increase visibility and attract organic visitors from companies actively searching for drum-handling solutions. Simultaneously, we ran a fully optimized Paid Advertising program to target specific high-value accounts and decision-makers within key industries.
Identify (Sales Intelligence)
This was the core of the ABM program. We implemented Sales Intelligence technology on the Morse website to de-anonymize visitors. This powerful tool identified the companies that visitors belonged to, providing invaluable data and turning anonymous clicks into a list of warm, targetable accounts.
Nurture (Email Automation)
Once a high-value account was identified, our Email Automation system took over. We sent personalized, relevant content to key contacts within these target companies, with messaging tailored to their specific needs and interests, sparking conversations and moving them down the sales funnel.
The Morse Manufacturing case study proves that for B2B companies with indirect sales channels, a sophisticated Account-Based Marketing program is a game-changer. By shifting from a broad marketing approach to a targeted, technology-driven strategy, we were able to provide invaluable intelligence and a steady stream of qualified leads to empower their entire dealer network. This proves that the most effective marketing doesn’t just build brand awareness; it actively identifies your next customer and creates a direct path for your sales partners to succeed.
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