Revamped Marketing Strategy & Budget Increased Revenue

Industry Segment: Healthcare Medical Device

Project Summary

This client approached the GANI team during budget season with a need to reexamine their overall budget and spending on trade shows. In addition to a full marketing budget audit, our team created a tailored strategy for this client that focused their marketing efforts on measurable lead generation for more revenue and ROI.

The Goal

This client’s marketing budget lacked a cohesive strategy, with a range of marketing efforts that weren’t driving enough revenue to justify the spend. The client brought in the GANI team to analyze their budget, strategically reallocate funds, and build a process for delivering ROI-driven marketing efforts while making cuts where possible.

Our Process

Our team began a detailed budget review and quickly identified that trade shows made up 50% of the marketing spend with minimal discernible ROI. The GANI team also identified the opportunity to reallocate most of the money spent on printed materials, swag, and travel for those trade shows to fund more organic content creation, targeted ads, and a new website that better represented the client’s brand.

The Targets

This client had a sizeable marketing budget, yet they had no way to measure whether their marketing efforts were moving the needle. The GANI team came in to provide the following items:

Find at least a 10% savings
Develop a Marketing Plan that would double lead generation
Implement process that would allow marketing pipeline reporting & ROI measurement

Our Results

Overall, the GANI team’s budget overhaul reduced marketing spend by 15% and reallocated 20% of the remaining budget to lead-generation activities.

In the first 9 months, our team’s revamped ROI-driven marketing strategy generated 325 leads, outperforming their previous strategy by about 4x. Those leads created 50 opportunities and $1.7M in pipeline, with 3 deals and $215,000 closed in that same 9 months. This high-performing strategy gave the client a positive ROI on marketing for the first time in its 21 years.