Polydeck: Innovating Global Mining Operations with Advanced Screening Media
Project Overview
Polydeck is a leading manufacturer of cutting-edge screening media for industrial screening machines, specializing in solutions for mining operations worldwide.
Their innovative injection-molded modular panels offer a flexible alternative to traditional woven wire mesh media, enhancing throughput, efficiency, and safety.
Based in Spartanburg, SC, Polydeck boasts a headquarters spanning approximately 200,000 square feet of manufacturing space. Beyond their state-of-the-art products, Polydeck's ethos is deeply rooted in Christian values, fostering a stable and cohesive culture aligned with their mission and vision.
Challenge #1: Complete Lack of Google Ads Visibility
Polydeck had no visibility over their Google Ads performance, which hindered their ability to optimize campaigns effectively. Without proper ownership and tracking tools, Polydeck was unable to measure the ROI from their advertising efforts.
Challenge #2: Eroded Trust in Marketing Agency
Polydeck experienced a diminished sense of trust in their former marketing agency due to a lack of transparency and clear communication. The absence of closed-loop reporting exacerbated this challenge, making it difficult to assess the agency's accountability and commitment.
Challenge #3: Data Silos & Attribution Issues
Improper data synchronization between HubSpot and Salesforce created attribution challenges. This further impacted Polydeck’s ability to measure the effectiveness of their marketing efforts and optimize strategies accordingly.
In this digital era,
manufacturers must adapt their digital marketing tactics
to harmoniously complement traditional marketing tactics.
Waypost's Collaborative Efforts with Polydeck
1
Improve Lead Measurement & ROI Visibility
Want to learn more about ROI? Read the Waypost blog: 3 Formulas We Use to Track Your Marketing ROI
2
Centralize Resources for Better Marketing-Sales Alignment
Want to learn more about aligning your teams? Read the Waypost blog: Boosting B2B Success: Aligning Sales & Marketing
3
Improve Omnichannel Marketing Capabilities to Fit Complex B2B Environments
Want to learn more about implementing the latest strategies into your B2B work? Read the Waypost blog: Modern Manufacturing Marketing: Latest Trends & Effective Strategies to Implement
The Results: Shared Values, Shared Success
When Polydeck approached Waypost, their previous experience with a marketing agency had left them skeptical and hesitant about taking another leap of faith. Establishing trust was paramount, as it forms the bedrock of any fruitful agency-client relationship.
From the outset of our collaboration, it quickly became evident that our organizational culture and values were closely aligned with Polydeck's. This shared alignment facilitated a smooth transition into our partnership, knowing that our mindsets, work ethics, and respect for each other and our teams were coordinated.
To foster trust, we emphasized our commitment to complete transparency, granting Polydeck unrestricted access to their accounts and data dashboards. We empowered them with knowledge, ensuring they were confident in their decision to partner with us by understanding our processes and assuring them of data security. These efforts solidified their trust and confidence, laying a robust foundation for a successful, long-term marketing partnership.
Creating a Marketing Roadmap through a Comprehensive Discovery Project
At Waypost, we like to start our work with new clients by conducting a thorough Discovery Project. In this process, we delved deep into Polydeck’s mindset, values, target audiences, market positioning, unique tone, messaging, and key selling points. Armed with this rich data, we developed a tailored marketing strategy for Polydeck, addressing their specific needs across various fronts, from Google campaigns and omnichannel digital initiatives to trade show support and marketing software synchronization.
For Polydeck, this discovery process was particularly essential, as a well-crafted roadmap was crucial not only for achieving marketing success but also for instilling trust and confidence in our collaboration.
Streamlining Data Synchronization for Accurate Attribution
One of the key challenges Polydeck faced was the poor integration between their marketing (HubSpot) and sales (Salesforce) technology stacks. This resulted in sync discrepancies, causing problems with accurate attribution of leads and conversions.
We began by identifying syncing errors and educating about the integration process. Following multiple meetings to understand Polydeck's needs and sales processes, we have continuously addressed the syncing errors in line with an informed integration strategy. Leveraging our HubSpot consulting expertise, we are actively optimizing the alignment between their marketing and sales tech stacks, benefiting both the teams and clients.
The Benefits
Regained Ownership
Integration Consulting
Marketing Support
Renewed Confidence & Trust
Initially, Waypost Marketing performed marketing, website, and demographic audits for us. From there, we talked about the projects we’d do together. So far, Waypost Marketing has built our customer profile and executed our Google PPC strategy to drive traffic to our website. They’ve also created a social media campaign and assets for us to drive traffic to our trade show landing page; we’re promoting attendance at a trade show. They run this campaign on LinkedIn. We’re also about to start a website redesign project.
The quality of Waypost Marketing’s work is fantastic; they’ve definitely met our expectations.
Harison Han, Senior Marketing Specialist at Polydeck
What We Learned
Danielle Tebo
Marketing Strategist
Polydeck found a trustworthy, like-minded marketing partner they can rely on.
If you think you could use some help, let us know!