Summary
Saving customers water is a serious business for Apana. As a leader in smart water management, Apana helps commercial and industrial customers use less water so they can increase operational efficiency, boost the bottom line, and help the environment. A secure IoT network and powerful cloud analytics make this possible.
“Revwisely always had the marketing expertise we need in the moment – strategy, content creation, campaign execution.”
Don Lanum
VP Sales and Marketing
Apana
Situation
The fast-growing company needed marketing expertise to help shape its marketing strategy as well as to spearhead its execution. The company relied almost exclusively on outbound initiatives, which were expensive and were not generating sufficient return on investment. Historically, the volume of inbound leads was low. Few resources were able to support buyers as they considered Apana’s solution and worked toward making a decision.
Challenge
First and foremost, Apana needed to lower customer acquisition costs. The CEO asked marketing to lead a strategic initiative to reimagine how the function could contribute to growing the business. Helping prospects understand the biggest savings come from reducing the total cost of the water, not just the direct cost, was the greatest challenge to overcome. Effective communication was critical to return on investment calculations. The overall lack of sufficient content across the buyer journey, as well as SEO techniques, contributed to low website traffic and conversion rates.
Solution
With strategic support from Revwisely, Apana introduced the phrase “water efficiency as a service” to the market. Backing it up was clear, easy-to-understand language explaining the direct and hidden costs of water. This was extended to a healthy mix of content consisting of education-oriented blogs, case studies, product information, ROI calculator, and other sales aids to support the buyer journey. An Account-Based Marketing program was created to support strategic account plans. Next, the agency helped turn the website into a conversion engine by emphasizing discoverability, applying the content strategy, and fresh calls to action.
Results
Implementing these changes helped the Apana marketing team boost the qualified pipeline by 2x. At the same time, traffic to the website grew threefold over the previous results.
