Targeted B2B ad efforts & website design help client reach niche segment of car wash industry

How our integrated marketing funnel helped our client increase calls, leads, overall deals won, and total value of contracts won.

Branding Business To Business Campaign Strategy Case Study Competitive Analysis Earned Media Lead Generation Paid Media Reporting and Analysis Strategy Web Design & Development

Capabilities used

Paid Media Web Design & Development Reporting & Analysis

The short version

Washify increased website visits by 143%, lead generation by 87%, phone calls by 107%, and served 2M+ ad impressions. Anderson implemented a cross-channel media plan, CRM integration, dynamic UTM tracking, call tracking and recording, and website design and development.

About the Project

[Washify®](https://washify.com/) is built by car wash owners, for car wash owners. Washify’s cutting-edge software and hardware products empower car washes to better attract and service customers while growing their businesses and increasing profits. Based in West Roxbury, MA, Washify®. was founded in 2010 by Adam Korngold, a former car wash operator who saw firsthand the need for technological innovation in the industry.

In March of 2020 DRB® Systems, LLC, a leading provider of software and hardware innovations to the car wash industry, announced that it had acquired [Washify®](https://www.prnewswire.com/news-releases/drb-systems-llc-acquires-washify-services-llc-301255223.html).

“Today, more than ever, we have assembled the best minds in the car wash industry,” said DRB CEO and President Dan Pittman. “We have not only joined two of the best car wash technology lineups, but we have also joined two of the most talented teams.”

Our team began working with Washify during the summer of 2020. Their team was looking for an agency that could help them reach a very niche target audience utilizing digital advertising efforts. Anderson Collaborative was tasked with preparing a B2B Digital Advertising strategy that was trackable from start to finish. In order to continue investing in the relationship, Washify wanted to ensure that they knew what advertisements generated leads and to have a full understanding of attribution of sales.

Client:

Washify LLC.

Product:

Car Wash Technologies

Services:

Marketing Consultation, Strategic Planning, Full Service Media Planning, Facebook Advertising, Google Advertising, Youtube Advertising, PR Amplification Strategy, Display Advertising, Analytics & Data Management, Website Design & Development.

THE PROBLEM:

Robust tracking for B2B digital advertising to reach niche audience

The challenge faced by our team was linking the ad efforts effectively with CRM, and Pipeline deals, which required some customization on our part. Washify also wanted to ensure that calls generated were quality so we had to figure out a way to prove that to the team. Leads generated were not enough, Washify wanted to know the full picture. Regardless of the challenges, we were confident we were the right team for the job.

THE SOLUTION:

Enabling detailed tracking, CRM integration, and call-recording for improving B2B advertising

We executed a holistic digital advertising strategy for Washify, encompassing CRM integration and call-tracking. This boosted lead generation, increased sales, and enhanced the user experience through a responsive website, resulting in significant growth and improved marketing outcomes.

Results Summarized:

Anderson Collaborative got to work and implemented a cross-channel media plan focused on Facebook, Instagram, Google, and Youtube. Our team then managed to integrate their CRM with the contact forms on the website so that dynamic UTM parameters would carry through, allowing us to look at leads and deals generated and know exactly where they came from. Not just at a source/medium level, but down to the creative, keyword, targeting, campaign, location, and more.

We then implemented call-tracking/recording technology that also was integrated with our advertising efforts. Using dynamic number insertion on the website, unique phone numbers were generated depending on the source of the visit. Then these phone calls were subsequently recorded so we could look back on the conversation with sales staff to ensure that the leads were legitimate.

Almost immediately Washify was able to see the results. During 2020 we achieved great success improving numbers across the board while keeping total advertising investment to just around $30,000.