Jet Edge Waterjet Systems

Jet Edge’s Sales and Marketing Challenges

Jet Edge faced sales and marketing challenges that will be familiar to all small to mid-sized manufacturers that want to capitalize on the benefits of an effective digital presence. These challenges included:

An understaffed sales and marketing team that was hampered by ineffective tools.
An outdated, inefficient website built on an old version of Drupal, failing to drive new business or support online sales.
A disorganized and outdated legacy CRM software that was causing significant data management issues.
A lack of streamlined systems for capturing and tracking inbound leads was impacting their ability to grow and maintain long-term customer relationships.
Manual tracking with Excel spreadsheets compounded these inefficiencies, hindering the sales team’s productivity.
The company struggled to share its industry-leading knowledge online to establish it as a thought leader and innovator.
Struggling digital ad efforts that failed to provide value:
- Jet Edge was spending about $5k/month on display, display remarketing, and search console ads with an auto bidding strategy.
- The strategy was poorly conceived and not optimized for high levels of lead conversion and supported by proper search intent keywords.
- The program wasn’t producing any leads, opportunities, or sales; thereby providing very little value.
- There was no reporting solution or feedback loop. Jet Edge was utterly in the dark about how the ads were performing, what tangible results they were receiving from their ad strategy, and what was being done to optimize their ad spend to create opportunities for their sales team.

Why Jet Edge Chose Digital 1

Jet Edge chose Digital 1 for three clear reasons: unmatched expertise in complex B2B sales, a track record of measurable results, and a reputation for transparent communication, as shown below:

Industry Expertise: Digital 1 understood the sales cycles and CRM requirements unique to companies producing high-value products with long, complex sales cycles.

Proven Success: Their track record of driving measurable growth for other small to mid-sized manufacturers gave Jet Edge confidence that they could expect the same results.

Comprehensive Approach: From website redesign to CRM integration and training, Digital 1 offered a complete, end-to-end solution.

Straightforward Communication: Digital 1’s transparent style built immediate trust and ensured Jet Edge knew precisely what to expect at every step.

Taken together, these strengths gave Jet Edge confidence that Digital 1 was the right partner to modernize its systems and position them for long-term growth.

Digital 1 Focused on Transforming Jet Edge’s Systems

From day one, Digital 1 took a direct and results-driven approach to helping Jet Edge modernize its systems, increase its sales opportunities, and convert leads into profitable sales and long-term relationships. The focus was on a website overhaul, integrating a CRM system, and ensuring the sales team had the tools and training to capitalize on inbound marketing opportunities to meet growth objectives.

Digital Growth Strategy:
Digital 1’s digital solution was centered around three main objectives:

Revamping Jet Edge’s website to enhance lead generation and user engagement.
Implementing HubSpot CRM to streamline lead tracking and improve data management.
Providing training for Jet Edge’s sales team to ensure they could take full advantage of these new tools to increase their success rate.

Process Alignment:
One of Digital 1’s key goals was to generate a seamless flow of leads from the website to the sales team. We ensured the systems were designed to work efficiently and provide valuable insights for continuous sales process improvement. Finally, we optimized the lead management user experience, making it easy to learn, adopt, and master.

Implementation

With a clear strategy, Digital 1 focused on transforming Jet Edge’s digital systems, making their website a powerful lead generation tool and ensuring their CRM and sales team were in sync.

New WordPress Website:
Digital 1 built a modern, responsive WordPress website optimized for lead generation. The new website is easy to navigate and designed to convert visitors into high-quality leads, enhancing Jet Edge’s online presence.

HubSpot Setup:
Digital 1 implemented HubSpot CRM, streamlining lead capture and routing to improve team efficiency. This new capability allows Jet Edge to track its sales pipeline in real time, improving team efficiency and increasing sales.

Email Marketing:
Digital 1 cleaned up Jet Edge’s contact database and integrated email marketing automation as part of the setup, ensuring only valid and targeted contacts received communications. This reduced manual efforts and accelerated lead development.

Sales Team Training:
Digital 1 delivered custom training for Jet Edge’s sales team on HubSpot CRM, ensuring the team could easily track, manage, and convert leads into sales. This training also equipped them with the tools to track revenue sources better and optimize their sales process.

Website Content Expansion:
Digital 1 worked with Jet Edge to expand their website content, including developing a blog to help establish Jet Edge as a thought leader in waterjet technology and drive organic traffic.

The Results & Impact on Jet Edge’s Goals

Implementing Digital 1’s solution measurably improved Jet Edge’s digital presence and sales effort. The overhaul led to a clear boost in lead generation and sales team efficiency, resulting in increased revenue.

Quantitative Metrics:

Lead Generation: Working with the same $5K/month Google Ads budget, Jet Edge went from generating no leads to:

Organic Traffic: Organic traffic increased 94% over two years, significantly expanding Jet Edge’s online visibility.

Additional lead generation changes and enhancements include:

Using Google Search Console Ads with display remarketing
Highly targeted and focused high-converting keywords
Using landing pages that were both optimized for conversions and target keywords

Keyword Ranking Performance:

Overall keyword rankings improved by 141%.
Top 3 keywords increased by 157%, and top 10 keywords improved by 231%.

HubSpot CRM streamlined lead generation, making it easy for Jet Edge to manage and nurture leads into sales.

Digital Presence: The website and blog significantly expanded Jet Edge’s digital footprint, positioning them as an industry thought leader and innovator.

Qualitative Outcomes:

Jet Edge’s sales team now has a complete understanding of the lead generation and revenue growth processes, enabling more effective decision-making.

The website overhaul and CRM implementation shifted Jet Edge from outdated reliance on systems to modern, automated processes that help them manage their sales pipeline.

25 leads per month in the first year

271

271 leads over the first two years

$2.0M

$2M in new business directly attributable to their campaigns in the first 4 years

Is your manufacturing business struggling with outdated systems and a lack of qualified leads?

Digital 1 specializes in transforming websites, optimizing CRM systems, and helping manufacturers like you drive more inbound leads, improve sales processes, and increase revenue. Contact us today to see how we can help your business grow, just like we did for Jet Edge.

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