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Barcode Factory Drives Sales, Keeps Messaging Fresh & Connects with Customers Using Zift

About The Barcode Factory

The Barcode Factory manufactures stock and custom labels for thermal printers, thermal ribbons and all labeling applications. The company also resells an array of printers, mobile computing, barcode scanning and software solutions along with RFID encoding and read/write systems, antennas, readers and RFID labels and tags. Learn more at www.BarcodeFactory.com

MEASURABLE RESULTS

 

  • Additional $150K+ in Annual Sales
  • Fresh, Brand-Consistent Messaging
  • Targeted, Educational Content for Lead Nurturing
  • On-Demand Multi-Tactic Campaigns
  • Enhanced Visibility and In-Depth Analytics

The Results

Zift has proven itself to be a true value-add to Barcode Factory’s overall marketing efforts as well as its relationship with their supplier. “We’re generating more leads and our sales are up dramatically,” said Dombrowski. Additional marketing through Zift should add well over $150,000 in annual sales and the company is opening up multiple large opportunities in RFID and portable print solutions among others.

“The ability to co-brand with our supplier has raised the value of our brand with our customers and prospects,” said Dombrowski. Using email campaigns and syndicated content is helping Barcode Factory stay out in front of emerging trends and capture the attention of its target audience easily. “Zift gives us the ability to launch new campaigns with the click of a button,” said Dombrowski.

Management and measurement is simple. “For us, tracking is key. The reporting and analytics within Zift are great. We can now track what is working, what is not working, optimize our marketing funds and follow up with leads to drive pipeline and close more deals,” Barcode Factory’s Marketing Director John Dombrowski said. “That is ultimately our goal and Zift gives us the platform with the supplier campaigns and content along with analytic insight to make that happen.”

Concierge Services ensure that Barcode Factory is making the most of the Zift Solutions Platform. “Working with the Zift team is amazing,” said Dombrowski. “They are truly an extension of our marketing team, helping us identify potential campaigns we should be running and providing strategic suggestions to make our marketing efforts more successful. They meet with us monthly to review activities and results and are always on top of things.”

Moving forward, Barcode Factory intends to integrate Zift with its new CRM system in 2016, which will allow them to get leads to its sales team even faster, complete with the information they need to respond to leads faster and ultimately close more deals.

The Challenges

The Barcode Factory manufactures and delivers leading-edge barcode, printing, mobile computing and RFID solutions worldwide. While the company’s marketing efforts are managed by a small group of company executives, the team has long kept one primary goal in mind. “We work together to make sure that we’re always spending marketing funds properly to bring in sales,” said Barcode Factory’s Marketing Director John Dombrowski. Unfortunately, that hasn’t always been an easy task.

Before Dombrowski joined the company, Barcode Factory’s efforts to stay in regular contact with their current customers were not being addressed as best possible. “Their focus was more on driving new customers,” said Dombrowski. The firm was resistant to running email campaigns due to their complexity and inability to track and measure results effectively, even when using an email marketing system. Moreover, their manual lead distribution was time-consuming and lacked visibility into prospect activity.

In a market space that is B2B oriented yet often very product-focused, Barcode Factory also struggled to keep their messaging current and inspiring to customers. “We faced the same dilemma every day,” said Dombrowski. “Just how are we going to position products and offers we’ve already put in front of current and new clients to look like they are new, exciting and fresh?”

The Solution

Barcode Factory was given access to Marketing Advocate in 2014 and seamlessly transitioned to the Zift Platform post-acquisition. Barcode Factory was introduced to Zift Solutions in 2015 and they haven’t looked back. “Marketing Advocate was nice, but the Zift Solutions interface is just gorgeous and the Platform is so easy to use,” said Dombrowski.

Free from the tireless pressure of making the old new again, the company now has an extensive library of fresh content and complete email marketing campaigns at its fingertips. “Product-driven content is always on-hand for special promotions and to help us quickly capture attention, nurture long-term relationships and drive prospects toward purchasing,” said Dombrowski. “Zift also really excels at helping us access and use deep educational content from our supplier, like white papers and longer reads in our email campaigns that are perfect for customers interested in newer technologies and for demonstrating our expertise.”

A Zift web plug-in automatically embeds syndicated content from our supplier directly into Barcode Factory’s website, effortlessly keeping their web content fresh and on-brand. “The plug-in is an entity onto itself,” says Dombrowski. “It’s all Javascript driven, so our web coder does not have to touch anything.”

Dynamic syndicated content updates automatically, infusing product-specific, vertical and industry-relevant content throughout Barcode Factory’s website and making it easy for the company to stay ahead of the curve on topics ranging from “Saving Time and Money with Intelligent Yard Management” to “Choosing the Right Mobile Device” – all without lifting a finger.
“Product-driven content is always on-hand for special promotions and to help us quickly capture attention, nurture long-term relationships and drive prospects toward purchasing”

- John Dombrowski, Marketing Director
“We’re generating more leads and our Zebra sales are up dramatically. Zift gives us the ability to launch new campaigns with the click of a button.”
“Working with the Zift team is amazing. They are truly an extension of our marketing team, helping us identify potential campaigns we should be running and providing strategic suggestions to make our marketing efforts more successful. ”