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Specialized Desanders Inc. , headquartered in Calgary, Canada, is a leading oilfield equipment company that specializes in engineering, assembling, distributing, and servicing patented, high-pressure equipment that efficiently removes sand and other solids during the well flowback and production process. The Challenge: Specialized Desanders targets a very niche segment of the oil & gas market; because of this, they have historically spent a lot of time finding effective ways to reach their target market. In the past, they often relied on more traditional marketing methods such as networking, trade shows and events. While these methods can be effective, they are time-consuming and tend to be rather expensive when compared to digital marketing approaches. Beyond trouble accessing their target market, Specialized Desanders was also unable to track the ROI of their marketing efforts and were rarely able to attribute a sale to a specific campaign. This meant they had no way to determine which campaigns were driving the most sales leads and should be continued. They aren’t alone in this struggle, 50% of B2B marketing executives find it difficult to attribute marketing activity directly to revenue results as a means to justify budgets. (CMO.com, 2015). Specialized Desanders knew that in order […]
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