wdp receives first place in Operational Excellence at Best of Consulting Award 2018
After our success in the “Best of Consulting 2016” competition of German business magazine WirtschaftsWoche, wdp has again been awarded in 2018. We are very happy to announce that we were honored with the first place in the category “Operational Excellence” as well as with the third place in the category “Marketing and Organization”.
- 1st Place – Operational Excellence
(Award for a project in the field of digital marketing and sales controlling for a manufacturer of prefabricated houses)
- 3rd Place – Marketing and Organization
(Award for the conceptualization and realization of a digital sales concept for a producer of premium advertisement material in the B2B market)
1st Place – Operational Excellence
About the Project: “Improving Sales of Prefabricated Houses with the Help of Digital Channels”
The company sold most of their houses offline. It was using digital channels for initial approaches and in order to stay present in customers’ minds in long decision phases. Both quality and quantity of the leads (customer inquiries) differed quite extensively, depending on channel and process. The incoming leads were not optimally steered, prioritized or used in a way that would have added value to the company.
To make use of the identified potentials, wdp together with the customer initially built a fundamental universal digital lead controlling and changed the technical infrastructure. This process caused little expenditures in the IT department. Further, it enabled a systematic measurement of the efficiency of all marketing activities. Based on this, first steps for optimizing the marketing were taken, among others the optimization of landing pages with regard to search engine marketing, and the introduction of lead management.
The producer of prefabricated houses is now even better prepared for digital marketing and sales. More data and performance indicators are now available and utilizable. A quick overview over current performances of the website and the campaigns is possible. Both the quality of the inquiries and the conversions (from prospect to concrete buying interest) were sustainably improved and permanently steered.
3rd Place – Marketing and Organization
About the Project: „Target-group-specific Digital Address of Multiplicators and Purchasers of Advertisement Materials“
The product portfolio of the producer of advertisement materials included a customizable premium product. This product was solely distributed to B2B customers in a project-oriented way via distributors and a small field work. This led to strong dependencies and a very restricted sales reach. To get rid of those dependencies and to obtain closer and stronger direct contact to the customers, digital sales options should be reviewed. The customer neither had the resources nor the necessary digital experience for the review.
In a proof of concept wdp defined a complete digital value chain. Potential customer groups, suitable channels and the corresponding customer journeys were connected to target-group-specific advertisements and landing pages. A necessary tracking concept ensured the measurability. An import function for the CRM made the leads directly available for the internal sales department. A constant exchange over various communication tools made room for short ways and full transparency.
In less than five weeks and with only one third of the planned media budget, the viable digital channels and search terms were identified. During the testing period, hundreds of valuable and especially profitable (e.g. positive with regard to marginal returns) customer inquiries were generated out of these sources, and measurably led to sales. This is the foundation for our customer to set up their own digital sales team and to enter new (international) markets solely through digital (and scalable) channels.