For over 45 years Eldorado Stone has been a leader in the manufactured stone industry. They have demonstrated an undeniable passion for creating authentic products that not only elevate quality and design, but also attainability. Stone. Brick. Fireplace Surrounds. Outdoor Living.
After a collaborative planning process, Digitopia developed the client's inbound marketing foundation that included setup of HubSpot's marketing automation and sales enablement platform, an online store, inbound-optimized blog, landing page templates, email templates, and Digitopia's inbound marketing machine. We coordinated with the client's IT team to ensure that there would be a seamless integration between HubSpot and Microsoft Dynamics, their CRM.
HubSpot, a robust marketing automation software, was installed and customized for Eldorado Stone's needs. Automated nurturing workflows and emails were developed, as well as an integration with Microsoft Dynamics, providing the sales team a seamless way to keep leads engaged.
Engaging with both B2B and B2C meant producing content to fulfill the needs of both audiences. By optimizing Eldorado Stone's blogs and creating a robust content calendar, Digitopia was able to utilize new content and existing materials to increase engagement for both target market segments.
By leveraging Eldorado Stone's brand positioning and stunning photography, Digitopia was able to create compelling content that attracted new website visitors and provided deeper reasons for prospects to engage and invest in the brand.
Digitopia developed a strategy for capturing consumer leads and nurturing them to an eventual online "sample purchase." These "sample purchasers" would be considered "hot" leads. Their inbound marketing plan also addressed overarching details such as buyer personas, channels, content, budget, timeline, and more.
Through continual monitoring of website behavior and landing page performance, the Digitopia team was able to identify opportunities to optimize content offers and maximize conversion rates. Keyword research, A/B testing and audience segmentation helped increased the number of qualified leads by more than 6x.