Unibloc Hygienic Technologies
Fluid Processing/Pumps
Unibloc Hygienic Technologies is an industry leader in precision-engineered positive displacement pumps, Air–Operated Double Diaphragm pumps and drum pumps, as well as valves, strainers, bubble traps, oil coolers and sight glasses. The company is known for industry leadership under its various brands: Unibloc pumps, Flotronic One-Nut AODD pumps, Hygenitec flow control products, and Standard Pump industrial products. All products focus on driving process improvements through safe, efficient, easy-to-maintain COP and CIP products that help customers fight downtime, achieve a lower cost of operation, and meet deadlines with confidence.
Following Unibloc Hygienic Technologies' acquisition of two new companies, executives asked their agency, Goldstein Group Communications (GGC), to create a new brand hierarchy that incorporated the newly acquired brands. In addition, GGC was tasked with creating a digital marketing platform that would expand the company's presence to include its new product lines as well as its expanded footprint in Europe.
GGC performed an audit of lead flow performance. They discovered that only 9% of Unibloc contacts were converting to Marketing Qualified Lead (MQL) status, and of that only 4% were converting to Sales Qualified (SQL) status, well below the agency's target and industry standards. GGC saw that existing emails were not helping to move leads down the funnel. They recommended more automated email messaging to nurture prospects, more sophisticated workflows in its HubSpot implementation, better search strateiges and more technical content, white papers and videos on the site.
Message Architecture
Using the agency's "only-trigger-switch" message architecture approach, GGC conducted executive and customer interviews to re-cast the company's brand message and competitive advantages. GGC published a single-page "Battle Card" that identifies the company's brand voice, personas, "why we win," "why we lose" themes for everyone in the company to use and align behind.
HubSpot Nurturing Campaigns
The team decided to create four new automated email workflows, focused at all levels of the funnel (top, middle, and bottom), to better align with customer patterns and lead flow successes.
Re-imagined Website
Combining three separate company websites into one can be a daunting task, resulting in confusing and duplicate navigation and low conversion and engagement rates. GGC created a new navigation architecture, content pathing and behavior flow through a new site that functions as the company's primary lead generator.
