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NARANGA CASE STUDY

Inbound Strategy Strengthens Sales Pipeline

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OVERVIEW

Naranga’s suite of franchise management software helps franchisors manage their daily operations and grow their business with one complete, easy-to-use platform.

Naranga turned to Marsden Marketing to accelerate their lead generation, website visits, and increase brand awareness.

Marsden Marketing instituted a complete inbound marketing strategy to attract, engage, and convert new clients to meet their lead generation goals.

“From the beginning, Marsden Marketing gave us the inbound marketing strategy we needed to move our integrated marketing and lead generation programs forward. From initial strategy and positioning, to website updates, to content, to email workflows, to continuous focus on results, Marsden’s ongoing support and leadership has made a world of difference. Marsden Marketing has definitely become an integral part of our marketing team.”

- VP of Business Development

APPROACH

Initial Buyer Persona Completed: This allowed for a deeper understanding of their target customer
Better Alignment to Target Market: Initial research fed several changes to their website including messaging, SEO, mobile responsiveness, additional assets and updated blog
Translated “What” to “So What”: Shifted focus from features and functions to how it solves pain points
HubSpot Automation Platform: Managed setup and implementation of continuous programs to increase website traffic, convert leads, and track results using a multi-channel approach

RESULTS

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99.8% Increase in Website Visits
Increase in website visits in 6 months over previous 6 months

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51.3% Over Lead Gen Goal
How much we surpassed quarterly lead gen goals

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2.5% PPC Conversion Rate
Conversion rate achieved across pay-per-click channels

INTEGRATED MARKETING ELEMENTS:

Marketing Strategy & Planning
Buyer Personas
Messaging Workshop
HubSpot Automation Platform
Personalization
Updating Website
Targeted Landing Pages
Testing and Optimizing

CONCLUSIONS

Inbound marketing results don’t happen overnight, but within a few months, Naranga was able to see considerable improvements.

An updated lead nurturing email strategy, combined with new and refreshed assets, an updated website, and three pay-per-click campaigns allowed
Marsden Marketing and Naranga to surpass their website traffic and lead generation goals.
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