Gaviña Coffee
Industry
Coffee Roasting
Services
Strategy | Marketing Automation | Digital Advertising
Challenge
Gaviña Coffee, a leading coffee roaster and distributor, has been servicing foodservice businesses for over a century. As a heritage brand, Gaviña Coffee was still using traditional marketing channels to promote its services and manual sales processes to convert leads into deals. The coffee roaster was in need of an upgrade.
LinkedIn Ad Creative
Automated Lead Follow-up Nurture Funnel
Solution
After conducting a content audit, assessing the performance of previous campaigns, and learning more about the company’s sales process, the Marketing Director and I compiled a list of obstacles we needed to overcome:
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Redesign the website to optimize for SEO and lead conversion rate
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Develop a lead nurturing process for each line of the business and build automation that would support each funnel
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Better promote the company’s industry expertise and full-service offerings
Process
We kicked off the project by knocking out the website redesign. I immediately started crafting the new messaging for the website while managing the web development team to ensure the project was on track. As the website came along, I collaborated with our Technical Director to implement the lead nurturing automation, which included lead distribution, automated emails, and lead scoring. The final step was working with our design and data teams to launch the LinkedIn and Google advertising campaigns.
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+25% Digital Leads MoM
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+35% Website Traffic MoM
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+35% Lead Conversion Rate MoM
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+63% New Opportunities MoM
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2x Return on Ad Spend (ROAS)