Alienation Digital - Case Study

Background

Alienation Digital is a leading UK web design and digital marketing agency. Customers range from Holiday Inn, Scottish Ballet, Ramada Inns, Tesco, NHS, Gazprom, CR Smith, Mitsubishi, Maclays Warwick University, Bath University, and IBM.

Problems

Although successful in Scotland the company wished to increase its sales significantly across the rest of the UK. Indeed the Company also wished to position themselves as a leading UK rather than Scottish Agency.

The company also wished to gain traction in the rapidly growing digital marketing area. As such there was a requirement to both reposition the proposition AND increase sales significantly.

Market Transformations were therefore asked to develop and execute a marketing strategy to deliver good quality” leads” (For the record we define a lead as companies who have an actual budget, authority, reasonable decision timeline and a pressing need!) on a ongoing basis.

Solution

Working continually with the Board and Management Team, Market Transformations, jointly created a programme that has involved Sales Strategy, Channel Strategy, and Digital Marketing Strategy. Differentiation of product offering also played a key role.

This involved a very much ” hands on” approach both in terms of strategy and execution of the agreed plan and targets with Market Transformations actively involved in the selling and marketing processes.

Alienation Digital decided to outsource their marketing programme to Market Transformations.

Market Transformations were involved with the recruitment of a digital marketing manager and helped set up the digital marketing strategy and programmes.
 

Outcomes

Alienation Digital has seen company turnover - and more important profitability - increase to record levels at the end of FY 2011 (April).

The outsourced lead generation programme strategy executed by Market Transformations has seen sales increase of over £250,000 in the first 12 months.

The new digital strategy has seen growth of over 200% in new sales combined with a re- positioning of the company which has been so successful that a sales office was opened in London and staffed with Sales and Digital resource.