Case Study: Geoff Shalders MD of Brodex
“Since we have formalized our content marketing strategy CANDDi is proving a useful tool. We can determine at a glance which company and which person is interested in our services and put in place the correct resource to deal with the prospect in an appropriate way.”
Since Brodex works in a number of market sectors across the UK, the intelligence that CANDDi provides will give the team the information they need to make a sector-specific approach to the customer. For example, by identifying a visiting prospect as a nursing home manager, the sales team can tailor their approach to cover services typically required in the residential care industry, such as Legionella testing or Thermostatic Mixing Value (TMV) servicing.
This insight also allows them to focus their content more specifically to areas where it has the greatest customer appeal and to prepare more effectively for sales follow up. Ultimately, the company will be provided with a stream of qualified leads which will help Brodex to realize a return on investment on their new website and their content marketing as well as maximizing the effectiveness of their sales teams.
In the near future, Brodex is looking to expand its operations further and intends to make use of more of the CANDDi features. Brodex has begun to integrate CANDDi with MailChimp to improve prospect identification from company eshots, and the content marketing drive will improve the website’s Google ranking. This will generate increased traffic from which CANDDi can reap further intelligence and deliver more results.