Manufacturing and Distribution

Gold Bond

“We can more efficiently move orders through the sales funnel. Arke bridged the gap, and got us thinking on the same page. This will allow us to move from modest growth to 20% growth. With marketing technology automation we can move to a 20% growth company.

We wanted to solve our problems with one vendor. We can more efficiently move orders through the Sales funnel. Arke bridged the gap, and got us thinking on the same page.”

Matt Hodges, Director of Marketing
Gold Bond

Goal

Unify sales and marketing departments by leveraging Arke’s Marketing Technology Alignment (MTA).

Gold Bond, Inc. is a leading supplier in the $18 Billion promotional products industry. The company offers a wide array of imprinted promotional products through a diverse group of industry distributors.

Each employee strives to beat deadlines and exceed customer expectations in every step of the process. For this goal to be accomplished, the proper technology has to be not only in place, but optimized for automation.

Challenge

As a top 40 supplier, leads just fall from the sky making Gold Bond’s biggest problem knowing which ones to call and when. To help address this problem, Gold Bond implemented Sitecore and Microsoft Dynamics CRM. These technologies were implemented to bridge the gap between sales and marketing; to allow marketing to really get involved in the sales funnel.

One of the challenges in bringing on this technology is integrating it with ERP, and allowing Microsoft CRM to pass leads and do lead scoring from lead forms and interactions (adding items to cart, freight costs, etc.). Their original CRM vendor was a little light on how CRM should be used on a daily basis, and adoption rate was a struggle. Gold Bond’s marketing technology platform was missing integration points, and needed some integration points fixed as well.

They were looking for a technology partner to play a role in maximizing Sitecore to have the most positive impact on marketing and sales. Gold Bond had a traditional setup in their organization including a division between the two departments.

Arke was charged with developing a strategy to better integrate marketing technology solutions, and to align internal sales and marketing teams.

Per Gold Bond’s request, the solution had to include:

  • Developing a full digital strategy to better leverage technology investments.
  • Defining integration points between ERP and CRM tools.
  • Change management to eliminate the division between Sales and Marketing.

Solution: MTSA

Gold Bond, Inc. was looking to take their technology platform to the next level. They wanted to maximize their current investments in Sitecore and Customer Relationship Management technologies and leverage them to the fullest. They had an internal technical team with strength in ecommerce and online conversions, but wanted to create a full digital strategy.

Gold Bond was introduced to Arke while at a Sitecore event. They did their homework, and Sitecore backed Arke, and Arke’s excellence in digital strategy aligned with technology.

After engaging with Arke, Gold Bond experienced 20% growth after implementing the MTA. The achieved integration between solutions, more efficiently moving order through the sales funnel. Additionally, they adopted CRM to use with a custom built eCommerce checkout system.

The solution included:

  • Integration between solutions.
  • Lead scoring, and overall marketing automation.
  • Training sales to improve CRM adoption.
  • Sample request automation. Move the process online, to add requesters to sales funnel and begin marketing to those requesting samples.

Results

After Arke’s MTA, four key items were brought to light as a focus on taking their technology and strategy to the next level:

  • Integration between solutions.
  • Lead scoring, and overall marketing automation.
  • Training sales to improve CRM adoption.
  • Sample request automation. Move the process online, to add requesters to sales funnel and begin marketing to those requesting samples.