Improving Pipeline Visibility and Marketing Attribution for Mac Electric

Mac Electric specializes in commercial electrical and lighting services, as well as residential and commercial EV charger installations, serving business owners and decision-makers seeking efficient energy solutions. Faced with challenges in tracking deal pipelines and attributing marketing spend to new estimates, the company partnered with OTM to enhance its processes. Mac Electric aimed to improve pipeline visibility, marketing ROI tracking, and lead nurturing while maintaining its existing project management systems.

Check Out The Results
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THE PROBLEM

Mac Electric struggled with unclear attribution data and inconsistent lead nurture systems. The company lacked the ability to efficiently report on the revenue within their deal pipeline—how much was in progress, near closing, or already closed. Additionally, they needed a solution to connect marketing efforts to new estimates and streamline the lead nurture process to deliver a superior customer experience.

THE SOLUTION

To address these challenges, OTM provided a tailored CRM solution by integrating HubSpot with Mac Electric’s existing project management software.

Customized CRM Integration

OTM developed a HubSpot CRM system tailored to work alongside Mac Electric’s existing tools, enabling pipeline tracking.

Marketing Automation Workflows

Personalized and timely communication was implemented to nurture leads, enhancing customer engagement and conversion rates.

Pipeline Attribution Reporting

The system provided more insights into the revenue contributions of the marketing channels, allowing for more data-driven decision-making.

Weekly CRM Management

OTM monitors for data accuracy through weekly updates, including AI-powered tools for budget-friendly, precise reporting.

Collaborative and Execution

OTM collaborated closely with Mac Electric, holding monthly meetings to ensure the CRM solution met their specific needs. Mid-project adjustments, such as leveraging Zapier and AI tools to address integration challenges, enhanced OTM’s adaptability and commitment to delivering results.

RESULTS

Outcomes

  • Enhanced Meeting Efficiency: Weekly reporting streamlined team decision-making.
  • Improved ROI Tracking: Clear attribution of closed revenue by marketing channel allowed for better resource allocation and strategy adjustments.

Key Performance Indicators

  • 31.99% Increase in Closed Deal Revenue: Q3 2024 revenue rose significantly compared to Q2.
  • 18% Contribution from Search Engine Marketing: In 2024 through October, search engine marketing accounted for 18% of overall closed deal revenue.
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