Sales Enablement Case Study: New Horizons Computer Learning Centers South Florida
We had the privilege to work with New Horizons Computer Learning Centers of South Florida on their marketing and sales alignment. Explore this sales enablement case study to learn how we helped their team.
About
New Horizons Computer Learning Centers South Florida advances the careers and improves the performance of individuals, veterans, and corporations by providing elite educational training, certifications and career placement in the IT industry. Worried about creating new levels of growth and revenue, the company recognized a need for a holistic digital marketing strategy and a better focus on lead generation to continue growth.
The Challenge
Acquiring More Leads and Growing Revenue
Krista Wade is the General Manager for New Horizons Computer Learning Centers South Florida. Among other things, her responsibilities include overseeing all aspects of sales, finance, marketing and operations, as well as ensuring their clients and students are directly benefiting from the training, certifications and career services offered. “We are a classic fast-paced small company,” she says. “We have an incredible team that works every day to enhance the delivery in helping our students and clients achieve success.”
When she was concerned about creating and executing a strategic marketing plan to achieve aggressive corporate B2B and B2C revenue goals, she turned to Rutkin Marketing for help. Worried about creating new levels of growth and revenue, Krista and her leadership team recognized a need for a holistic digital marketing strategy and a better focus on lead generation to continue growth. The challenge was their limited resources and expertise, which did not allow for recruiting and building an internal marketing team.
We needed to enhance our sales efforts with a comprehensive marketing strategy, and Rutkin Marketing came in with a sales enablement perspective, along with scalability, and a personal attention to service that really appealed to our entire team,” said Krista.
The Solution
Sales Enablement Strategy and Implementation
Rutkin Marketing started off with an in-depth analysis of New Horizon’s digital presence, corporate branding, marketing, and sales strategies. Krista notes how quickly Maria Rutkin, president and founder of Rutkin Marketing, and her team came up to speed, “She instantly understood our technology and our industry. She was able to work collaboratively with my entire team, from instructors to sales leaders.”
“My team evaluated New Horizon’s inbound and outbound marketing activities and formulated a strategy to bridge the gap in their digital and organic activities to bring in better, more qualified leads and to provide results tracking of their marketing activities,” said Maria.
Maria’s team completely revamped New Horizon’s online assets for search engine optimization and better conversion. To generate high quality leads, Rutkin Marketing established a full marketing process from lead generation to sales qualified leads and opportunities to revenue. The plan included localized, targeted digital campaigns, a Pay-Per-Click (PPC), Event Marketing, and Social Media campaign strategy – all with clear comprehensive report tracking, a trademark of Rutkin Marketing’s strategy and approach.
“You have to know what’s working and what isn’t. That’s how we deliver a high return on investment for our clients. We can pivot quickly in our activities, while staying within our strategy and budget, to deliver measurable results,” said Maria. “We saw an immediate result from improved SEO and Paid Advertising in their online presence. From there, we used targeted campaigns and online advertising strategies to convert visitors into leads and helped close the gap by bringing their marketing and sales into alignment.”
The Results
“Since working with Rutkin Marketing and initiating our lead report tracking, our business has seen a 450% increase in Web traffic with a 6:1 Revenue Per Marketing Dollar Spent (RPMDS). So, for every dollar we spent on our marketing, we generated $6 worth of revenue,” Krista noted. The numbers went up, and so did the quality. Rutkin Marketing’s strategic marketing plan from concept to execution attracted the right kind of traffic, helping us improve conversion and deliver more qualified sales leads and opportunities:
- 450% increase in Web traffic
- 55% increase in leads
- 30% closing ratio of leads to revenue
- 44% decrease in Website bounce rate (from 85% to 40%)
- Revenue Per Marketing Dollar Spent (RPMDS) of 6:1
From concept to delivery, our marketing strategy has become a critical aspect of growing New Horizons South Florida, where before it had been an afterthought. Krista notes that Rutkin Marketing has delivered more than a guiding strategy. “Maria and her team have completely integrated into our business, bringing a very high level of marketing expertise as well as designers, writers, digital marketing experts, and more. The responsiveness and accessibility I have with Rutkin Marketing creates an extension of my leadership team. Rutkin Marketing delivers an entire marketing department to us. It is an unbelievable value to our company.”
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