CASE STUDY

NaviTek Owner, Harvey Downey, had a goal to improve the valuation of the company by substantially increasing revenues over the next five years. He historically managed the majority of sales, including closing new business opportunities with an impressive 46% lead conversion rate, however they had recently elevated an employee to an inside sales position to help identify and nurture prospective new customers to accelerate their growth. The selling process was becoming more challenging and traditional sales methods, such as cold calling by phone or in-person were no longer as effective. The majority of NaviTek Machining’s recent new customers were derived from either word of mouth or engineers familiar with NaviTek Machining’s capabilities. The company’s website was not effective at reaching prospective customers and they were not using a Customer Relationship Management (CRM) system to organize, track, and manage leads and prospects.

Following discovery meetings, NWIRC recommended a digital marketing partner to work with NaviTek to create an efficient internal business development infrastructure, including formal marketing tools to optimize its website, developing buyers’ personas and marketing platforms that will attract targeted potential buyers. The project involved website migration and an inbound marketing jumpstart program to focus on lead generation efforts. This work also established a CRM system for improved tracking and management of leads.