WT Group AEC: BATeam Drives 22% YoY Increase in Closed Deals

BATeam developed a marketing strategy and plan for WT Group AEC that when implemented generated a 22% YoY increase in closed deals with a 96% close rate.

About WT Group

WT Group AEC is a 50-year old engineering, architectural and design firm located in Hoffman Estates, IL with clients throughout the nation. They have a stellar reputation and a number of repeat consumers, but did not have a succinct go-to-market strategy to assist in maximizing their sales development.

Why BATeam

WT Group AEC retained Business Accelerator Team with an initial project to refine industry positioning and develop a marketing strategy and plan.

Areas of Need

The WT Group AEC project included an industry overview, competitor research, analysis of previous WT Group AEC marketing and selling efforts, recommendations for both inbound and outbound marketing to the convenience and fuel retail channels.

Business Challenges

WT Group AEC’s focus in 2022 was to build brand awareness in the retail petroleum & convenience store channel, and develop a customized marketing strategy to reach a broader number of potential clients. WT Group AEC’s goal was to extend their success and leverage new marketing tactics, generating qualified leads with the potential to convert the leads into new revenue.

Objective

The WT Group AEC project had three main objectives:

1. Development of a Go-to-Market Strategy specific to the Retail Petroleum and Convenience Channels

2. Development of a Product Strategy across all WT Group AEC verticals

3. Development of a Sales and Marketing Strategy and Plan as well as a Content Calendar supporting inbound marketing initiatives

Approach

Once this initial project was completed, BATeam was retained to execute the marketing strategy and plan which included press release distribution, content planning and development, social media and email campaign management, digital advertising (SEM, SMM), inbound marketing tactics and execution, setup and management of their HubSpot CRM, development of reporting and dashboards to track campaign performance and overall MROI.

BATeam initially worked directly with EVP Business Development and Operations and the VP of Marketing. As this program began to scale, this team expanded to include a dedicated SDR to manage inbound marketing leads.

Results

WT Group AEC and BATeam executed the marketing strategy and plan including both inbound and outbound marketing tactics. In the first 12 months WT Group AEC realized a significant increase in new revenue attributed to these marketing efforts:

Closed Deals attributed to a marketing source represented 87.5% of total revenue in Year 2 (an increase of 22% over Year 1).
A total of 980 deals were created in Year 2 (an increase of 18% over Year 1).
A total of 690 deals were moved to the proposal stage and 96.1% of those deals were won.