JCK Marketing & Pump Technology's Lead Gen Success with Lead Forensics

About JCK Marketing / Pump Technology

Pump Technology is a distribution company specializing in wastewater and sewage pumps. They cater primarily to businesses, including merchants, plumbing companies, public health consultants, engineers and construction companies. The lead generation goal was to identify and partner with companies seeking long-term relationships enabling a strong platform for repeat purchases.

Before partnering with JCK Marketing, Pump Technology faced significant challenges with their lead generation strategy. Their marketing efforts were attracting a high volume of unqualified leads, including one-time consumers and people mistaking them for the manufacturers, which led to wasted resources.

The Challenge

Pump Technology needed a more targeted approach to attract the right type of clients - businesses requiring repeat purchases, rather than one-off consumers. Their primary goal was to reduce the wasted spend on broad Google Ads campaigns and ensure their marketing efforts led to meaningful conversions from business clients. Their challenge was to find a way to identify the quality of leads coming through their website and differentiating between consumer and business traffic.

Our Solution

JCK Marketing introduced Lead Forensics as part of Pump Technology's digital strategy to overcome these challenges. By using Lead Forensics, JCK Marketing could track and identify B2B website visitors based on their business credentials. This allowed the team to distinguish between high-value business prospects and less relevant consumer traffic.

Refining PPC and SEO Strategy:
Using the insights provided by Lead Forensics, JCK Marketing fine-tuned Pump Technology’s Google Ads campaigns. They shifted from broad match keywords, which attracted consumer traffic, to exact match keywords aimed at business buyers, even though exact matches cost more per click.

Lead Forensics provided the necessary evidence to justify the higher cost per lead, as they were driving conversions from relevant businesses, rather than vanity metrics. This ensured they were only targeting relevant, high-value leads.

Content and Keyword Optimization:
The Lead Forensics data helped JCK Marketing refine their keyword strategy, focusing on terms that business clients used rather than consumers. This insight enabled the team to create more targeted content and improve SEO efforts. They created specific, high-value content tailored to the needs and search behaviors of their business audience.

The Result

Increased Efficiency:
By filtering their website traffic and focusing on the top 5% of high-potential visitors, JCK Marketing ensured that Pump Technology's sales efforts were more efficient. This resulted in a more manageable and actionable lead pool.

Optimized Customer Journey:
Once business prospects were identified, they were nurtured through a multi-channel approach, including personalized LinkedIn engagement and a 12-month email journey designed to offer valuable, non-sales content. Their LinkedIn approach saw a connection acceptance rate of over 50%, and they were able to double their LinkedIn connection base with relevant prospects. This strategy built trust and strengthened relationships, leading to higher conversion rates.

Reduced Wasted Ad Spend:
The use of exact match keywords and negative matching for irrelevant terms led to more qualified traffic and fewer wasted resources. Pump Technology no longer spent money attracting lower-value consumer leads.
JCK Marketing’s integration of Lead Forensics into Pump Technology’s digital marketing strategy led to a significant improvement in lead quality, a reduction in wasted marketing spend, and higher engagement with business prospects. By focusing on data-driven insights and refining both their PPC and SEO strategies, they helped Pump Technology turn their website into a powerful lead generation tool.