659% increase in leads for Eldorado Stone

About Eldorado Stone

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.

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The Problem

Although Eldorado Stone was sold through distribution channels, they wanted to find a way to deepen relationships within the designer and homebuilder communities.
The brand and products needed to be marketed to a variety of audiences including the trades, but also consumers.
Eldorado faced a long sales cycle and ever increasing competition in the marketplace.

The Goal

Use inbound marketing strategies to build brand affinity
Develop content that would appeal to both a homeowner and a professional trade - architect, mason or distributor.
Empower and educate the key "trades" while also generating direct consumer leads that could be passed to regional distribution partners
Develop a strategy for capturing consumer leads and nurturing them to an eventual online sample purchase.

The Result

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.

Once the foundation was laid, quarterly campaigns were executed under our "Build, Drive, and Optimize" philosophy. That is, every campaign goes through a standardized cyclical process of building and deploying assets, driving traffic to those assets, and optimizing for maximum conversion. Digitopia also collaborated with the client's PR team to ensure that traditional and digital marketing were supporting the larger goals.

Increase in Qualified Leads

Blog Traffic Growth

Visitors Per Month

“Building an inbound marketing program that speaks to both the B2B and B2C audience has its challenges. Our Digitopia team helped us optimize our blog and our emails so that we continually converted website visitors into qualified leads.”

Ramsay Hawfield
VP Marketing, Eldorado Stone

Building the Platform

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.

Building the Campaign

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.

Driving Traffic

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.

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Converting Website Visitors

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.

Analyzing and Optimizing

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.

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