Integrated Industrial Marketing

VENKELLTD. Uses Integrated Digital Marketing Strategies to Generate New Leads and Grow Sales

VENKEL LTD., founded in 1986 and located in an area of Austin, Texas, known as Silicon Hills, is a manufacturer and a leading supplier of surface mount passive components.

Problem: This client wanted a complete overhaul of their marketing program. We were retained as outside marketing experts to work with the client’s internal sales and marketing team. Our engagement spanned several years and we tackled several industrial marketing challenges during that time.

industrial email marketing case studySolution: Various marketing programs (mostly inbound and online plus traditional print advertisements and printed product catalog updated yearly) were implemented after regular face-to-face meetings with the President, Director of Sales & Marketing and the Director of Engineering.

Based on these meetings, we provided the following:

  • A complete redesign of the corporate Website
  • Developed a parametric part number (P/N) search application to help design engineers quickly and easily find the correct P/N from a database of over 22,000+ parts
  • Product datasheets with links to the P/N search application
  • Created P/N cross reference guides to help customers find the correct Venkel equivalent part
  • Created an “Ask an Engineer” feature to contact an in-house engineer with technical questions on a specific part
  • Online ordering of engineering kits (critical in getting design wins)
  • Built an extensive online library of engineering support content including electrical characteristics data and technical articles such as Soldering Profiles and Storage & Shelf Life of MLCC’s (Creation and updates of the content was handled by us)
  • Built an online library of documents related to RoHS compliance
  • Created a dedicated section on the Website for supply chain management (Value Added Services)
  • Created search engine optimized (SEO) copy for the site
  • Created a new monthly email newsletter and wrote new copy for each issue – 1st Alert
  • Researched and signed up client to online engineering resource GlobalSpec for lead generation
  • Developed their current tagline – Actively Redefining Surface Mount Passives
  • Emphasized their points of differentiation – factory-direct pricing with the flexibility of distribution, very large inventory with same day shipping on most standard parts in stock, engineering kits with liberal sampling policy, bar-coding, bonded inventory and EDI , consigned inventory/auto replenishment system and support for new product introductions (NPI),
  • Designed a new product catalog every year
  • Repurposed it for online use and kept it current with frequent updates throughout the year and between print runs
  • Developed concepts, designed and wrote print ads for trade publications and directories

Results: The site activity and lead generation 8 months after launch:

  • 37,231 – page views (number of pages connected with Venkel’s product area viewed by engineering, industrial and technical professionals)
  • 22,786 – site traffic (visitors who viewed Venkel’s catalog/Product Announcements/Profile/Visited Site)
  • 1,632 – qualified online leads (contacted company by phone or email)
  • 267 – sales qualified leads that generated RFQs
  • Several page 1, 2 and 3 rankings for highly competitive keywords and phrases
  • 38.5% growth in new subscribers in conjunction with in-house telemarketing efforts
  • 43.7% open rate
  • 17.2% CTR

“Great job! I love it. I wanted to say thanks for the excellent work that has been done by you and your team on our new Web site over the past few months. Your technical skills, professionalism, flexibility and insight were very helpful and impressive, especially when we asked you to work within tight deadlines. I know there are scores of Web developers out there who claim to be the best. We’re very pleased to have selected you as our partner. I would not hesitate to recommend Tiecas to anyone wanting to start a new site or improve an existing one.”

Anil R. Venkatrao, President

“Very nice! This looks excellent. I know Nathan probably already told you to proceed but just wanted to let you know that I really like this one! Also, wanted to say thanks for being such a reliable partner. Checking each issue and giving us these updates is a nice touch. We appreciate it!”

Bob M. Perez, Director of Sales & Marketing