Exceeding KPI Targets with Fractional Growth Marketing
WBM Technologies is a Western Canadian leader in the provisioning of outcome-driven information technology solutions. With a rich history of innovation and commitment to community, WBM has evolved from a humble Saskatoon storefront in 1950 to one of the most sophisticated managed IT solution providers in Western Canada.
WBM teams drive business outcomes across their proprietary Enterprise Experience Platform, which includes: Data & Security, End User Computing, Modern Workplace, Managed Print, and Enterprise Service Desk solutions.
Driven by the communities they serve, WBM takes pride in delivering problem-solving solutions by first evaluating the specific concerns of the people around them. Today, WBM operates from several state-of-the-art operations centers in Vancouver, Calgary, Regina, Saskatoon, and Winnipeg, employing over 500 skilled professionals.
WBM’s success is founded on its strong and mutually beneficial client relationships. With a deep understanding of their clients’ unique needs, WBM takes pride in delivering innovative solutions that exceed expectations. The company’s unwavering commitment to community and service has resulted in a loyal customer base that values their expertise, innovation, and commitment to excellence. These relationships are based on trust and mutual respect, and they have allowed WBM to grow and evolve while staying true to their core values.
Dedicated to staying at the forefront of innovation in information technology, WBM constantly strives to anticipate and meet the evolving needs of their clients. A key component to the continuing growth of their client community is the strength of their accounts team. A skilled group of experienced account executives that thrive on building close relationships, the WBM accounts team has developed a best-in-class sales and onboarding experience. As the accounts team continued to grow and the business solutions became increasingly complex, the leadership team sought to bring in outside expertise to assist with online communication and develop new data-driven marketing initiatives.
Kickstarting a Crossfunctional Collaboration
HardSplash Media worked closely with WBM to understand their unique challenges operating in a complex B2B environment. They developed a roadmap and provided strategic direction on inbound marketing best practices, sales and marketing alignment, and rollout of account-based marketing campaigns. Conversion rate optimization of the existing website was implemented in parallel with SEO and lead generation activities to synergize discovery processes and regularly roll out incremental improvements.
HardSplash Marketing Solutions
- Lead Generation
- Search Engine Optimization
- Analytics & Reporting
- Campaign Planning
- Conversion Rate Optimization
- Account-Based Marketing
- Marketing Automation
- Marketing Operations Consulting
HardSplash worked in a fractional capacity alongside WBM marketing team members to ensure that all key stakeholders had operational input and that the evolution of the inbound marketing program aligned with WBM’s proprietary Flywheel framework that guides both strategic and tactical decisions.
Due diligence was routinely conducted by HardSplash for the selection of marketing technologies, evaluation of syndication and other opportunities. Numerous research documents, slide decks, overview videos, and live training sessions were developed by HardSplash for WBM’ers to provide transparency and the level of detail suited to their respective audiences.
Custom real-time dashboards were developed in Looker Studio, HubSpot, and Databox, among other platforms. The dashboards utilized Google, HubSpot, Zapier, LinkedIn, and other APIs to centralize and normalize data from various sources. This allowed for the rapid identification of channel-specific opportunities and the ability to identify trends and potential issues that previously went undetected. To further streamline collaboration and open communication, HardSplash integrated with WBM’s world-class internal Microsoft 365 implementation.
Exceeding Multiple Growth Targets
The results from this evolution were felt organization-wide. WBM exceeded their 2021 lead target, reaching 110% of goal, and increased sales qualified leads by 79% year over year. The search engine optimization tactics implemented along with strategic content creation and promotion increased website traffic by 96% across all channels, exceeding the annual target by 57%. The marketing team also won its first national IMPACT award from Microsoft Canada, due in part to joint campaigns developed and executed in collaboration with HardSplash Media.
Pioneering Success with Account-Based Marketing
A foundational account-based marketing program was developed to define ideal customer profiles for a mix of WBM solutions and identify target accounts that met firmographic, technographic, transformational, and intent-based criteria. Targeted programmatic campaigns were deployed in coordination with sales activities, and enriched data was provided to the accounts team to empower them with near real-time prospect and customer data. The program influenced up to 13 closed won deals in its infancy.
“Jason’s work with WBM has better equipped us to achieve our goals and will continue to provide long-term benefits. His SEO, analytics, and ABM expertise have been a game-changer for our marketing team. Initiatives deployed by HardSplash have also strengthened alignment between our marketing and sales teams, resulting in increased organizational productivity.” – Ryan Lockwood, Director of Marketing
Seizing Opportunities and Driving Transformational Change
The close synergy between WBM and HardSplash Media has unlocked new opportunities, paving the way for further expansion and innovation in the years to come. The WBM team will continue to leverage data-driven insights, advanced marketing technologies, and the expertise of their dedicated teams to stay at the forefront of the Western Canadian managed IT industry.
As they refine and expand their account-based marketing program, WBM and HardSplash Media will work together to identify and seize new opportunities, ensuring they continue exceeding expectations and driving transformational change for their client community.
