Company: TopSpot Internet Marketing
Company Description: Founded in 1995 and based in New York state, Stainless Steel Products is a leading materials manufacturer and supplier specializing in round and flat wire as well as value-added metal products. They also stock wire, tubing, bar, strip, and more.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing or Advertising Agency of the Year
 Nomination Title: TopSpot Internet Marketing
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated department's, team's, or individual's achievements since January 1 2022, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated department, team, or individual: history and past performance (up to 200 words):
Total 200 words used.
TopSpot provides integrated digital marketing services focused on driving quality leads and new business opportunities for 800+ Clients of various sizes and industries—85% in the industrial manufacturing space. We focus on the right searches that lead to the right traffic, which drives quality leads. We celebrated our 20th anniversary in 20231, and what has set us apart is how we define success by going beyond metrics to look at our Client's success—their leads, their ability to hire more, increase benefits, and expand facilities.
It starts with our B-SMART® Method2, derived from years of behavioral data, SEO, and PPC results, allowing us to focus on quality, not quantity, and spend budgets efficiently. It is our framework for creating a full-funnel assistive strategy that identifies areas of opportunity to differentiate businesses online to drive more conversions. By focusing on user intent3, this method trusts that qualified prospects do the research and use specifics in their search.
To track success, we use our propriety tool LOOP Analytics4 for insights into the leads received. We then utilize these insights in the site content and keyword strategy for an integrated approach. TopSpot's strategy ensures once those prospects convert, they are more likely to become customers.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
We tackled three goals: revenue, account health, and talent retention.
- Revenue Goal: Increase revenue after two years of flat results
- Result: 4% in revenue year-over-year
- Achievements: Regular training kept our Sales Team up-to-date on changes in digital marketing and how our integrated approach can help businesses get discovered by users more likely to convert. Our internal marketing brought in $1.3 million in new opportunities and closed 1,060,000 industrial leads out of that total. 83% of closed leads were from our target market, and 57% of overall leads were industrial/B2B.
- Account Health Goal: 85%
- Result: 91%
- Achievements: We created a proprietary tool for real-time logging of account work and strategic notes between Teams and their Client partners. It shows how efforts directly tie back to budgets and stores all notes and email communication for easy access. We created an algorithm that heavily emphasizes voice communication and in-person interactions and results logged to help Teams prioritize accounts.
- Team Retention Result: 15% increase in overall retention
- Achievements: By upgrading our hiring procedures and moving to Greenhouse, we saw a 74% decrease in turnover for new hires. In long-term retention, 32% of our Team of 130 has been with TopSpot for three-plus years and 21% for five-plus years. Regular trainings keep Teams updated on technology and process changes, plus keeps education and comradery high in a hybrid workplace. Fully remote Team members flew in for quarterly Team meetings that reviewed the previous quarter's success and discussed goals for the upcoming quarter.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 239 words used.
Not every metric matters to Clients, nor does every metric or benchmark reflect successful lead generation5. To see success directly in the search landscape, not just in analytics tools, helps our Teams and Clients understand what customers are seeing online and aids in addressing the user experience.
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- Step 1: Review the search landscape using target keywords and terms, not just to take rank, but to see how Clients look next to the competition. We can then evaluate how we stack up to the competition.
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- Step 2: Understand search traffic by evaluating search queries. Think like Customers and look at other search queries using our B-SMART methodology, which focuses on keywords based on user intent.
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- Step 3: Evaluate leads in our proprietary tool LOOP Analytics, which provides form data, touchpoints, and other valuable information about these users. These are real results with real potential revenue.
Altogether, this exercise can help manage KPI expectations and reveal the metrics that matter by viewing what aligns with lead quality, what is creating success in this area, and what is not. By simplifying the discussion, we help our Clients understand their digital marketing's impact.7
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 129 words used.
6. A visualization of our four-step process: 4 Steps .png
7. For our 20th anniversary, we created a video featuring a few long-time Clients of TopSpot and how their businesses were impacted by our approach: https://youtu.be/L6aIjnl0-lw
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