Newpark – Emberson Synergy

Case studies

Results

Prospecting strategy
Emberson operational from day 1, saving $140K in salaries.
Database
1500 companies of interest every year
Results
20% increase in website traffic at time of newsletter send
Target
179 new leads converted online in one year
All

Newpark

A Steady Stream of Converted Leads

Summary

How we successfully pivoted Newpark's pre-Covid marketing strategy to achieve significant results during the pandemic and beyond.

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Inspiration

When Steve Williams joined Newpark – the world’s leading focused fluids company – in February 2020 to head up the sales & marketing function, he faced an immediate challenge. The bulk of the marketing budget was usually apportioned to advertising and shows, but in the midst of the pandemic, shows were cancelled. He recognised the need to pivot to digital lead generation –
however he lacked the time and resource to do the work effectively in-house. Steve came to us because he’d been impressed by our work in the past, and because of our existing credibility and name recognition internally due to our work for Cleansorb, a company Newpark had recently acquired.


Solution

We got to work providing the resources Newpark needed – providing our LeadFlow service and raising Newpark’s profile in its key market sectors. Off the back of our email and social media campaigns, we filter and analyse raw data that comes in and translate it into actionable insights his sales team can use. This is followed up by a depth of service and level of creativity that our experienced team provide that is expensive to replicate in- house. Our work attracts attention across the business, with regular positive feedback from senior management regarding our monthly email newsletters. Overall, Newpark has plans to scale up its
marketing and they’re keen for us to continue to play a critical role – providing an extra pair of hands, but also specialist skill in providing valuable, clean data and engaged sales leads the company needs to achieve its commercial goals.

“It’s very clear what Emberson Synergy’s differentiators are: flexibility value for money, trust, responsiveness, and, above all, quality. Their ability to analyse information and activity and turn them into actionable insights is extremely valuable to us and they’re a joy to work with.”

Steve Williams, Vice President Sales & Marketing at Newpark

Case Studies

Discover the stories behind the stats.

“I just received a fantastic order as a direct result of your campaign! My client that I’d not dealt with for some years advised me that he was looking for some new equipment and your email landed at just the right time, prompting him to get in touch."

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“This is the shortest awareness to enquiry window I’ve ever seen. Emberson Synergy have been in the industry a while so they saved us time because they knew exactly what to do. The impression of us out there in the industry is that we’re everywhere. It’s been a very positive experience. It gave us everything we needed and accelerated our progress."

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“Emberson has never lost sight of the mission of increasing the visibility of our product, facilitating discussion and expanding our customer base.”

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"The sales team have known exactly what their prospect is engaging with, enabling them to start an elevated conversation, resulting in appointments, demonstrations and sales.”

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[The Monday after the launch event]: “I can’t get around the new business meetings quickly enough!”

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"Emberson Synergy campaigns, database and social media work is so important. Without it I would have a comparatively small network of contacts and far less sales leads.”

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“It’s very clear what Emberson Synergy’s differentiators are: flexibility value for money, trust, responsiveness, and, above all, quality. Their ability to analyse information and activity and turn them into actionable insights is extremely valuable to us and they’re a joy to work with.”

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“Without these campaigns I couldn’t have got TexturePrint in front of so many councils and specifiers. I have a schedule of meetings in my diary and a scheme underway as a direct result of the campaigns.”

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"I'd fight to keep Emberson on the team. Brand awareness and lead generation are such important parts of the marketing function. If you don't have the bandwidth, you need to reach out and get help from the experts."

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