Phonak

Phonak Work Life, part of Phonak – the biggest provider of hearing aids in the United States, strives to provide Swiss-engineered wireless hearing accommodations for employees in workplace and students in post-secondary education.

Situation

The division was tasked to re-calibrate their go-to-market strategy via launch of new product lines, diversification of sales channels from resellers to direct sales while scaling to double-digit year-over-year growth.

Solution

StratMg augmented the core executive staff to help craft a solution –

  • Garner Corporate Support & Funding.  This was accomplished by –
    • Market Research & Analytics – The result was a strategy plan that encompassed market sizing, growth potential, marketing & sales planning, etc.
  • Lead Generation.  A multi-channel approach positioning the Division as a trusted advisor to their target audiences.  An execution plan included –
    • Microsite Development
      • Overall Goal – Provide an engaging, contextual, and personalized experience for the targeted audience
      • A re-positioned website for the Division along with the audience and context-specific microsites to help personalize the experience
    • Top of the Funnel Execution
      • Overall Goal: Convert Suspects to Prospects
      • Tactical Plan: Leveraged Search Engine Optimization, Google AdWords & Facebook Ads to drive traffic to the website
    • Middle of the Funnel Execution
      • Overall Goal: Convert Prospects to Leads
      • Tactical Plan: Using a marketing automation platform, a comprehensive personalized & dynamic nurture plan was developed to help build a relationship of trust and credibility with the prospects.
    • Bottom of the Funnel Execution
      • Overall Goal: Leads to Sales!
      • Tactical Plan: Developed Marketing – Sales alignment via a congruent prospect experience throughout the lead life cycle.

“StratMg has been a trusted extension to our team since 2015. They are proven relationship builders. Their ability to craft personalized journeys for our customers and prospects have allowed us to not only generate consistent & quantifiable sales growth but also ‘do more with less’. “

Bill Bielski, Phonak, Director of Marketing & Sales

Project Deliverables

StratMg augmented the core executive staff to help craft a solution –

  • Corporate Pitch –
    • A market research & analytics report
    • A presentation for the executive staff along with a strategic and tactical plan of action moving forward
  • Lead Generation –
    • A Division website along w/the microsites optimized for conversion rates based on analysis on prospect behavior
    • Monthly & Year-over-Year Quarterly analytics for Top of the Funnel marketing channels to ensure a quantified RoI on the quality and quantity of organic traffic generated
    • A soup-to-nuts personalized nurture campaign along w/lead scoring and analytics that included funnel velocity (MQL & SAL)
    • Appointment-setting for leads interested in a conversation with Sales
    • Lastly, an on-going dashboard to monitor key metrics such as Lead Velocity, Marketing Channel Effectiveness & overall Return on Marketing Investments

Marketing Results

249%

Overall Return on Marketing Investment

46%

Year-over-year lead generation growth for 5 years in a row

Sales Results

53%

Year-over-year (YoY) revenue growth + a 36% YoY sales pipeline growth

100%

Direct sales revenue composition growth in 2 years

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