Productive Shop worked with the inside-marketing team to map out the behaviors and preferences of the audience and do an audit of all code, SEO, links and content. Professional services marketing is not simple, consisting of a mature audience seeking niche services. Our goal was to attract these professionals to the website, gain their trust via credibility and education and influence them to submit contact forms.
Trajectory, Inc. is the trusted NetSuite solution provider for top private equity and software firms. Trajectory delivers NetSuite implementation, ERP recovery and support services across the United States, Canada and Latin America. They needed help with rebuilding their inbound marketing strategy to build awareness of their consulting services and effectively reach prospective clients and industry influencers.
Project name
Trajectory Group Inc
The industry
ERP Consulting
Location
Texas, Toronto, Chile, Colombia
Services chosen
Inbound Strategy, SEO Optimization, Content Management
$725k
spent on Productive Shop inbound marketing efforts
$500,000
(8.7% of company revenue) in closed deals, $410,000 in active pipeline, 48 MQLs and 12 sales qualified leads
1500 users/m
increase in traffic and increase to over 1500 users
Challenges faced
The cloud-based ERP market is crowded with large firms such as Oracle NetSuite, Sage, Dynamics and hundreds of consulting firms competing for online presence. Larger ERP, CRM and private equity firms have mass sales and marketing budgets, which most consulting companies struggle to keep up with.
Trajectory has just finished building a WordPress-based site and did not want a rebuild project. The CMS modules were built poorly by an off-shore company, contributing to heavy load times. Trajectory opted in for an assessment, optimization of existing code, marketing content and a strategy for growth that actually works.
They’re so good at what they do, as they’ve worked for 14 years on referrals and word of mouth. The executive team realized they need faster growth, a strong brand presence and influential relationships to build a lead-generating engine.
Employees were not involved in actively contributing to internal thought leadership and knowledge sharing. Management wanted to utilize in-house talent (CPAs, MBAs and ERP consultants) to contribute to thought leadership, grow portfolios and train on what’s new in the industry. This approach helped internal teams, clients and prospects keep learning enterprise resource management system best practices.
Some internal partners did not understand inbound marketing concepts, yet alone the investment required to build an impactful, deep-rooted marketing strategy. Understandably, inbound seemed intimidating as so much content needs to be created as a base.
We started working with Productive Shop in parallel with our former marketing agency. They simply showed us more value r.e. ROI on marketing spend. The Productive Shop team works in a no-nonsense manner and clearly puts emphasis on understanding your customers prior to executing inbound marketing. It’s fascinating that they put so much focus on the buyer journey, psychographics and analytics prior to creating precision-targeted content, which draws in B2B clients. They’ve provided core knowledge training to our team, and are currently being utilized on a strategic initiative basis.
ALEX OLANO
Trajectory Inc
Dedicated dashboards per team were set up in order to track paid search, organic search, social and offline sales and marketing efforts. This insight helped leadership cut costs from inefficient lead channels and into revenue-generating ones.
Clear reporting helped understand which forms, pages and keywords were driving the most local search and paid search users mapped to a specific page. This way, local pages and the forms on those pages were tuned to better perform in local search, leading to better lead acquisition.
Not all companies can move their site to new environments because internal projects, technology, budget and time constraints all play a factor. So this project was highly focused on solving underlying and often hidden technology fixes required to unlock maximum search potential.
We were able to capture more leads by focusing on improving the layout and the CTA positioning that is more likely to be clicked on by an audience with a financial background.
But it’s more than UX optimization. By having the highest possible visibility of the most important key terms on SERPs, we are able to attract the right people to click through to the correct webpage. is more likely to be clicked on by an audience with a financial background.
By focusing on outputting high-quality on-page and on-blog content, we were able to attract the right people to the website. And when they landed on pages, they found resonating content focused on solving their pain points.
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Dedicated dashboards per team were set up in order to track paid search, organic search, social and offline sales and marketing efforts. This insight helped leadership cut costs from inefficient lead channels and into revenue-generating ones.
Clear reporting helped understand which forms, pages and keywords were driving the most local search and paid search users mapped to a specific page. This way, local pages and the forms on those pages were tuned to better perform in local search, leading to better lead acquisition.
Not all companies can move their site to new environments because internal projects, technology, budget and time constraints all play a factor. So this project was highly focused on solving underlying and often hidden technology fixes required to unlock maximum search potential.
We were able to capture more leads by focusing on improving the layout and the CTA positioning that is more likely to be clicked on by an audience with a financial background.
But it’s more than UX optimization. By having the highest possible visibility of the most important key terms on SERPs, we are able to attract the right people to click through to the correct webpage. is more likely to be clicked on by an audience with a financial background.
By focusing on outputting high-quality on-page and on-blog content, we were able to attract the right people to the website. And when they landed on pages, they found resonating content focused on solving their pain points.
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