Case StudY

Hallmark Nameplate

Hallmark Nameplate, a 50-year-old manufacturer of custom nameplates, wanted to improve its inbound lead generation for its national sales team. Their in-house marketing manager was leaving the company and, rather than replacing him with another full-time employee, they tapped into Chatter Buzz to bring a full team of marketing, web, and CRM experts for the same cost as hiring a new employee (marketing manager).

SERVICES WE PROVIDED

Custom Website Development with CRO. Creative Design. Integrated Media. Media Strategy + Planning. Search Engine Optimization. Content Creation. Video Development. Account Based Marketing (ABM). Social Media Management. Paid Search Advertising. Sales Enablement. Hubspot CRM Management. Website Maintenance. Reporting and Analytics.

The Challenge

Making your product’s value stand out in a competitive B2B market

Chatter Buzz implemented a full-funnel integrated marketing approach encompassing account based marketing. search engine optimization, content creation, Google search advertising, social media management, LinkedIn and email sales outreach, monthly email newsletters, and other social selling strategies to engage buyers throughout the entire B2B marketing funnel.

Approach & Execution

Increased leads by speaking directly to the right buyer

Once their online foundation was established, we then implemented inbound and account-based marketing strategies to identify, engage & win target accounts with the highest intent to buy.

A full-funnel integrated marketing approach from search engine optimization, content creation and marketing, public relations, Google search advertising, social media management, LinkedIn and email sales outreach, monthly email newsletter, and other social selling strategies was set.

Chatter Buzz also fully optimized the use of its Hubspot CRM to identify prospects that are likely to close and buy along with identifying target accounts that went from cold to warm.

Website revamp with conversion rate optimization

Before driving leads to their website, it was essential to enhance Hallmark’s web presence. Chatter Buzz completely revamped the website, improving usability, design, brand messaging, and overall content. We also conducted on-site visits to capture high-resolution photographs and videography to better tell Hallmark’s story.

ABM LinkedIn Outreach with an enticing offer

Chatter Buzz conducted a LinkedIn outreach campaign targeting procurement and engineering managers in key industries across the U.S., closely aligned with Hallmark Nameplate’s ideal client profiles.

This approach allowed us to reach decision-makers directly and maintain a lasting presence with prospective clients—standing apart from typical, sales-heavy LinkedIn outreach messages. Instead, Chatter Buzz collaborated with Hallmark Nameplate to provide real value to prospects by offering a sample product box. This risk-free offer encouraged potential clients to experience Hallmark’s high-quality, U.S.-made products firsthand, fostering interest and trust in the brand.

SEO and Google Ads to increase website visits

By fine-tuning keywords, Chatter Buzz reached people actively searching for related products. Basic keywords like “nameplates” and “overlays” were targeted as well as longtail keywords that had more intent, addressing common questions on product pages and content.

Additionally, we ensured Google ads answered pain points and demonstrated value. Plus with retargeting ads that targeted those who visited the site, we were able to convert hesitant businesses by offering a free sample box to entice users.

B2B Content ( blogs brochures, videos) to answer questions

When businesses make big investments in products it involves a lot of research. We created content that interested businesses offering lots of educational resources including blogs, brochures, and videos.

Brochures highlighted features and benefits of products
Blogs answered questions and gave tips
Videos captured attention and demonstrated value

Enhancing Brand Identity Through Engaging Video Content

We developed a series of impactful videos for Hallmark Nameplate, showcasing their expertise, craftsmanship, and the people behind their success. These videos not only strengthened their brand identity but also elevated their content, helping them connect with their audience on a more personal level.

The Results

Transforming Lead Generation: Hallmark Nameplate’s Shift to a Digital Inbound Strategy Fuels 40% Revenue Growth

With a comprehensive digital marketing overhaul and a strategically executed account-based marketing approach, Hallmark Nameplate transformed its lead generation from a fully outbound model to a predominantly digital inbound strategy.

This shift has alleviated concerns about securing future sales and prioritizing key accounts, allowing the team to focus on sustainable growth. Even amidst economic fluctuations, Hallmark Nameplate consistently surpasses its annual goals. In just one year—from 2023 to 2024—revenue surged by 40%. By pushing the boundaries of their expectations, Hallmark Nameplate achieved record-breaking success and established a resilient foundation for continued growth.

40%

Sales revenue increase from 2023 to 2024

115

Average YOY LinkedIn outreach SQL

349%

Avg increase in web traffic YOY

250%

Increase in website leads YOY

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