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Boston Engineering Builds Pipeline & Reduces Campaign Launch Time

About Boston Engineering

Boston Engineering Corporation is a PTC Channel Advantage Partner and Value Added Reseller that delivers breakthrough product design and engineering innovations that also meet production demands, budget realities and manufacturing requirements. The company offers a full suite of engineering and product development services spanning mechanical, electrical, software and systems engineering. Learn more at www.boston-engineering.com.

MEASUREABLE RESULTS

 

  • $15,000-20,000 in net new pipeline in 3 months
  • $100,000 in potential pipeline
  • Higher Click Though Rate (CTR)

The Results

To date, the Boston Engineering campaign and microsite has generated $100,000 in potential pipeline: $15,000-20,000 in net new pipeline within three short months! Its email campaign metrics are above average as well, resulting in a higher Click Though Rate (CTR) when compared to similar campaigns.

Josh Driscoll, General Sales Manager at Boston Engineering noted that it’s “invaluable to have marketing campaigns continually running in the background to track ‘clicks and picks.’ Our channel demand generation programs with Zift Solutions really do build pipeline and, in turn, allow my team to focus on closing new business.”

The Challenges

Boston Engineering has three primary business units spanning System-level Engineering, Embedded Electronics and Motion Control, each with multiple repositories of content to support the demographics they service and train. But with just a quarter of an internal resource dedicated to marketing, Boston Engineering needed an expert guide to do the heavy lifting when it came to partner marketing efforts, particularly for their PTC partnership.

As a PTC Channel Advantage Partner and Value Added Reseller, Boston Engineering is dedicated to keeping their customers ahead of the curve on PTC solutions, products and services. However, as the PTC portfolio is so rich and diverse, it was becoming difficult for the Boston Engineering team to keep content up to date on its corporate website in order to market effectively. The company also faced the ongoing challenges of how best to actively engage with customers and prospects online, identify net new opportunities, and integrate campaign data with its existing customer relationship management software, SugarCRM.

The Solution

In order to keep its own brand and PTC solutions top-of-mind with prospects and customers, Boston Engineering worked with Zift Solutions to launch a content-rich microsite and lead nurturing campaign that maintains a regular cadence of email touch points with prospects.

Customized especially for the team at Boston Engineering, the new microsite integrates offline events, search, training and new PTC content as it is released. By enabling lead generation and scoring through the PTC microsite, Boston Engineering is able to continually educate and stay in touch with its customers, qualify leads based on their digital behavior, drive prospect meetings as a result of the email campaigns, and ultimately drive PTC sales without having to worry about campaign maintenance. Seamless integration allows Boston Engineering to extend the value of their established CRM system and integrate campaign data directly within SugarCRM.
“A great value for us is the dedicated resources that manage the email sends, content creation, messaging and results. They are a true extension of my marketing team.”

- Josh Driscoll, General Sales Manager, Boston Engineering
“Our channel demand generation programs with Zift Solutions really do build pipeline and, in turn, allow my team to focus on closing new business.”
"[It's] invaluable to have marketing campaigns continually running in the background to track ‘clicks and picks.’"