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IT Infrastructure Company Sees 54% Increase in Leads 

After Working with Real Good Writing

 

The Situation

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In early 2017, Steve Oakie, Atlantic Metro’s VP of Sales and Marketing wanted to build a stronger marketing portfolio.

Looking for someone who could take on a variety of writing duties—especially increasing leads and conversions—Steve was introduced to Chris Cooper at Real Good Writing.

After hearing Atlantic Metro’s needs and challenges, Chris and Steve set to work, meeting weekly to get a handle on how to improve existing collateral as well as how to improve the website and marketing emails.

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“Everything I had was out of date by 10 years. We weren’t communicating in the marketplace, and as such, we weren’t attracting new customers. We needed someone who could help us develop a voice and speak better to our customers,” says Oakie.

The Execution

 

Knowing Atlantic Metro needed “content everywhere,” Chris took a two-part approach—focusing on getting old content up-to-date for the sales team, while building out the foundational elements of a new content marketing strategy and website copy.

“We had a lot of conversations around customer research, value props, buyer personas, and the overall strategy.”
— Steve Oakie, VP Sales and Marketing, Atlantic Metro
 

“Chris was doing case studies and customer research, so we were really able to rebuild our website and new content around what customers were saying about us. He took all that customer feedback and articulated a value prop that was spot on.”

Proving he could deliver with a proven process, Chris dug deeper for Atlantic Metro.

“The focus was on getting to know each other, developing a voice for us through customer research," says Oakie, "And seeing the outcome before ever extending our agreement.”

The Results

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Today, Atlantic Metro is effectively communicating their value to the marketplace.

The sales and marketing team has a clear, consistent, and cohesive voice across many mediums and are more confident in their messaging than ever.

In addition, visits to Atlantic Metro’s core service pages are up, and the quality of inquiries has improved.

Conversions rates have jumped. Leads are up 54%.

“We have folks who are organically finding our website and asking for pricing. Just today, we got three or four inquiries, where we might have gotten three or four a month before Chris’s work.”

Citing a simplified marketing approach with a succinct value prop, Atlantic Metro’s marketing content and messaging has seen a 180-degree improvement. The sales team is loving new, high-quality content that clearly differentiates Atlantic Metro from competitors. In the end, everyone is selling more.

“When we started, there wasn’t much of a voice. Now, we have this simple value prop that we’re using in all our sales collateral because it just works. Chris has simplified our marketing approach.”

“Chris has been a great partner for us. I have a website that has high-quality content on it and a value proposition I’m very proud of for the first time. We’re gaining traction on conversion rates, and qualified leads, and that’s the name of the game in marketing.”
— Steve Oakie, VP of Sales and Marketing, Atlantic Metro
 

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