Driving Growth for Let It Shine Through Targeted Sales & Marketing Enablement

Let it Shine is a locally-owned and operated commercial cleaning company serving Northern Colorado since 2002. With a strong employment brand and talent pipeline established, Let It Shine partnered with OTM to create a sales and marketing function tailored to its highly unique Ideal Client Profile (ICP).

Check Out The Results
A webpage design for "Let It Shine" commercial cleaning displays sections about services, testimonials, and contact information. The background features a person operating cleaning equipment. The main theme colors are blue and green.

THE PROBLEM

Challenges Faced by Let It Shine:

  • No internal marketing team
  • Limited brand awareness beyond existing network referrals
  • No prospect list or sales activity
  • Ideal customers were already engaging with competitors, making market entry challenging

Business Impact:

For years, Let It Shine relied on passive inbound marketing via its website and Google My Business page. While effective for organic growth, this approach was insufficient to scale the business. Without proactive outreach and structured sales processes, the company was missing opportunities to engage new clients and expand its market share.

THE SOLUTION

Our Unique Approach

OTM’s strategy focused on transforming Let It Shine’s existing HubSpot setup from a talent pipeline tool into a full-fledged sales and marketing engine. Recognizing that the company’s ideal clients were likely engaging with competitors, OTM designed an approach that blended outbound prospecting with inbound engagement—ensuring outreach was strategic rather than overly aggressive.

Key Features & Services

To address Let It Shine’s challenges, OTM implemented:

Website Enhancements

Revamped the homepage to better align with the needs of the ideal customer profile (ICP).

Prospect List Development

Used Apollo to curate a targeted list of potential clients.

Outbound Sales Enablement

Leveraged HubSpot’s ABM tools for cold outreach and 1:1 follow-up.

Content Marketing Strategy

Created relevant website content linked within cold outreach, tracking engagement to refine follow-up efforts.

Collaboration with Let It Shine

OTM partnered closely with Eric, Let It Shine’s owner, providing strategic guidance on leveraging HubSpot and executing 1:1 outreach. Meanwhile, OTM managed the marketing enablement side through ongoing SEO and strategy support.

Overcoming Challenges

A key challenge was ensuring outreach efforts targeted the right audience. Given Let It Shine’s specific ICP, OTM refined messaging and targeting to maximize engagement while minimizing wasted resources.

RESULTS

Outcomes

  • Enhanced brand awareness
  • Increased website visibility and traffic
  • Improved sales process efficiency

    Key Performance Indicators

    • 200% increase in inbound leads in Q4 2024 compared to Q3 2024
    • 11% increase in website traffic in Q4 2024 compared to Q3 2024
    • Immediate increase in sales-qualified leads from the targeted prospect list

    “Great team! Small company service. Big firm power and expertise.”
    — Eric, Owner of Let It Shine

    A man and a woman looking at a chart on the wall

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