BuildDirect

Salesforce Pardot Integration, B2B Lead Generation & SEO Content Management

BuildDirect provides homeowners and home improvement professionals with quality home improvement products online, shipped right to their home or worksite.

Services

  • Digital Marketing Audit

  • Salesforce & Pardot Integration

  • SEO & Content Management

  • Facebook Advertising

  • Google Ads Campaign Management

  • Email Marketing Implementation

Salesforce Pardot Integration, B2B Lead Generation & SEO Content Management

BuildDirect provides homeowners and home improvement professionals with quality home improvement products online, shipped right to their home or worksite.

The Problem

BuildDirect initially requested a digital marketing strategy audit to ensure they were getting value for their money. We quickly uncovered a number of opportunities across paid advertising, content marketing and email strategy, which they hired us to implement and oversee. 

They wanted to increase their online presence, particularly with flooring professionals, in a way that fully maximized their existing budget and contributed to an increase in quality lead sales. BuildDirect also has a substantial back catalogue of articles on their WordPress sites that required search engine optimization (SEO) and updates. Additionally, they had recently moved to Pardot for email marketing automation and required assistance with a Salesforce Pardot sync. 

Our Approach

We started with the Salesforce to Pardot connector, ensuring that Pardot was properly configured to use Person Accounts before initiating the sync. BuildDirect had a number of custom fields in their Salesforce account, so we had to create custom fields in Pardot and map between the two. Once the connector was running, we set up automation rules to sync Account and Prospect data and then uploaded clean versions of their email lists into Pardot.

Over an eight month period we managed their email marketing campaigns. We laid the foundation for email success by building engagement journeys, segmenting prospects for improved open rates and creating email templates in Pardot until the BuildDirect Team felt comfortable taking this on. 

The Solution

For advertising, we provided oversight for Google Ads campaigns and focused on B2B lead generation through Facebook ads. In order to achieve the maximum effect for the budget we built new ads, testing copy, CTA and target audiences to improve conversions. We were able to provide the sales team with over 4000 qualified B2B leads from Facebook based on customer segment and geographical location, achieving a conversion rate of 8.75% for loyalty member sign ups during this time.

When updating the back catalogue, we immediately implemented UTM tracking to internal ecommerce links found in their articles. This allowed us to directly attribute revenue to existing content. We continued this practice with newly published articles as well. We removed broken links and made sure that each article included internal as well as outbound links. In order to optimize existing articles for search engine crawling, we ensured meta description, title tag and alt text with the keyphrase were included. We also undertook all keyword research for new content, preparing article briefs for the authors, and edited, sourced images and scheduled pieces for publication.  

The Benefits

BuildDirect was able to see improved revenue across all channels that we managed, as well as more accurate revenue attribution. Year over year, organic revenue increased by 25% and revenue from paid search increased by 70%. Organic traffic continues to grow, bringing new visitors to the site with decreased bounce rate.

“We’ve seen major improvements in revenue across all our digital marketing channels, and they’ve also provided essential development support for our Salesforce CRM and Pardot teams. We’d highly recommend RFDM to other businesses who want to get more from their digital marketing campaigns!”

Nicole Cheffey

Nicole Cheffey, Vice President, Marketing & Site Experience, BuildDirect

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