“We chose Cognition above other agencies because they came with an innovative approach. They know marketing, but more importantly, they know how to onboard a client – how to understand them. The way they challenged us on the ROI of our current marketing spend was opening and put enthusiasm back into what we are doing. My team and I are excited.”
Jeremy Scudamore, Managing Director, Galebreaker
About Galebreaker
Galebreaker is a world leader in fabric engineered solutions which protect and ventilate buildings, structures and spaces in the industrial, agricultural and commercial sectors.
Challenge
Galebreaker needed a revised brand proposition and messaging framework to reflect its expanding global operations. This positioning had to represent the Group’s varied offerings yet be simple enough to understand for a wide range of audiences.
Additionally, the business required a smarter approach to marketing. A reliance on traditional channels meant Galebreaker was unable to track and optimise marketing efforts and measure the ROI of their spend.
Solution
Cognition ran a series of in-depth discovery sessions with Galebreaker’s senior team – each one focussed on a different area of the business. Cognition’s discovery sessions are designed to get under the skin of a business and challenge the way it thinks, feels and acts.
Following the sessions, Cognition redefined Galebreaker’s messaging and values – encapsulating the business with a new strapline: ‘Your guard against the elements'. The proposition was simplified and Cognition created a multi-channel, fully integrated go-to-market strategy for each division of Galebreaker.
Cognition then implemented HubSpot to allow Galebreaker to track and retain customers through the sales funnel – enabling the company to capture and use data in a way that transformed their marketing operations.
Results
- Organic traffic increased by 73% in the first 3 months
- Paid search contact conversion increased by 1.849% in the first 6 months
- Paid search contact to customer conversion rate improved by 38% in 3 months
- Website leads from marketing communications have increased month-on-month
- Comprehensive data insights available across marketing and sales
- Customer conversions from organic traffic grew by over 22%
- Bounce rates from marketing campaigns almost halved in first 3 months
- Reduction in the overall sales cycle in the first 6 months
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