Maintaining growth in the digital age
An integrated marketing strategy.
No matter how long they’ve been in business, successful companies know they can never rest on their laurels. The sales team must be continually searching for that next client to pay the bills and maintain a trajectory of growth.
One challenge many established companies face is maintaining their position as a market leader in the digital age. For businesses that were built through reputation and word of mouth, pursuing growth in an increasingly online world can be a big change.
Everbrave has built a long-term relationship with CTM Design & Architecture to help them establish a blueprint to guide their success moving forward.
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CTM was created to fill the void when Canada’s major retail petroleum companies began to outsource the engineering and design of their retail fuel stations in the early 1990s. Their integrated, full-service approach has set them apart. CTM has since become one of Canada’s leading specialists in the design of gas stations, convenience stores, car washes and quick service restaurants. This includes both new builds and renovations. In recent years, CTM has expanded their focus to include a range of retail businesses and restaurants.
Like most companies, the ongoing challenge for CTM is remaining top of mind. Not only at the corporate level (with the likes of Husky, Shell and 7-Eleven), but also among the growing segment of independent owner/operators who now play an active role in the construction of their individual stores and facilities.
Knowing that retail clients typically renovate stores every 10 years or so, CTM felt it was time to refresh and revitalize their own brand to stand out in an increasingly competitive environment.
CTM has engaged Everbrave’s full suite of integrated marketing services over the course of a relationship that goes back over a decade. We have become their de facto marketing department.
One of our first tasks was to create a professional-caliber brand identity that felt at home alongside the national brands CTM served. It started with the introduction of a new logo, and extended to all tradeshow materials, stationery, collateral and signage.
Given CTM’s decision to commit to inbound marketing, delivering a secure, functional, contemporary website was a top priority. Everbrave built a new site from the ground up: including fresh design, content and functionality. The goal was showcase CTM’s work and become a valuable educational resource to prospective clients.
The site was built and designed to integrate the HubSpot Marketing and CRM solution. Everbrave also assisted CTM by onboarding their sales team into HubSpot Sales. Everbrave’s turnkey solution included coaching on best practice use of tools, and effective sales outreach strategies.
Regular blog content and informative guide books have helped CTM efficiently build its sales & marketing database, primarily through organic search means.
“We are extremely pleased with the results we have produced for CTM Design. We’re continually pursuing new ways to help their sales team make better connections with key prospects,” says Brianne Hamilton, Partner and Inbound Marketing Lead at Everbrave. “Helping them from a holistic marketing and sales approach has been the key to success.”
CTM has seen their prospect database grow substantially through various inbound strategies. Everbrave has taken advantage of this valuable data to qualify leads through tailored email sales, marketing and outreach campaigns. Once again, results have exceeded industry standards.
“We have been able to validate the results to CTM. The data shows our email campaigns have surpassed industry benchmarks for open and click-through rates. It proves that our content is connecting with the right audience,” says Hamilton.
Growth in organic search traffic
REVENUE GROWTH OVER 7 YEARS (2010-2017)
increase in VISIT TO LEAD CONVERSION
Growth in organic search traffic
REVENUE GROWTH OVER 7 YEARS (2010-2017)
increase in VISIT TO LEAD CONVERSION
Midsize companies like CTM don’t have the luxury of dedicated marketing teams. Everbrave fills that role, freeing us to focus on what we do best. The strategies and systems they’ve put into place have allowed CTM to be more agile and focused in our sales and marketing efforts. They’re part of our team and are invested in our success.”
Brett Zufelt Principal, CTM Design Services Ltd.
email open rate
email click-through rate
“We have been able to validate the results to CTM. The data shows our email campaigns have surpassed industry benchmarks for open and click-through rates. It proves that our content is connecting with the right audience,” says Hamilton.
We’ve always found it a challenge to set up face-to-face meetings with decision makers at national and regional conferences. There is so much going on, and we’re competing with other service providers with deep pockets. Everbrave has helped us connect with the right people, which has resulted in valuable new business relationships. They are continually bringing new ideas to the table. It is truly a collaborative partnership.”
CHARL DE LA HARPE Principal/ARCHITECT, CTM ARCHITECTURE Ltd.More Stories
