Our History of Accelerating Growth and Innovation at RAM Tracking

Callum Wells • 28 October 2024

Disclaimer: The following case study showcases the personal accomplishments of our founder, Callum, during his tenure at RAM Tracking before establishing We Are Extension. While We Are Extension has not directly collaborated with RAM Tracking, the experiences and successes detailed herein illustrate the expertise and value we bring to our clients. Connect with Callum on LinkedIn here.

RAM Tracking Head of Marketing talking to a man in front of a sign that says RAM Assist.

Background:

Before founding We Are Extension, Callum served as Head of Marketing at RAM Tracking, playing a pivotal role in driving growth and rebuilding the marketing department post-COVID.

Key Challenges:

Post-Pandemic Rebuilding: The pandemic required a complete overhaul of marketing strategies
Lead Generation Reliance: Heavy dependence on third-party lead suppliers led to inflated costs and variable lead quality.
Digital Transformation: Enhancing the company’s online presence and improving user experience through automation.
Brand Modernisation: Updating the brand to meet market expectations.
Sales-Marketing Disconnect: A lack of alignment between sales and marketing teams hampered conversion rates.

Strategic Solutions:

Marketing Department Rebuild:

Recruited and developed a high-performing team while working closely with leadership to align with business goals.

Digital Overhaul and SEO Excellence:

Led a website redesign and implemented advanced SEO, achieving top Google rankings for industry keywords.

Marketing Automation:

Integrated tools like Pardot and Twilio to personalise customer journeys and increase touchpoint frequency with the prospect and customer database.

Diversified Lead Generation:

Reduced reliance on third-party suppliers by developing an omni-channel paid media strategy and forming key partnerships.

Brand Refresh:

Led modernisation across multiple global brands under the RAM Tracking Group.

Sales and Marketing Integration:

Implemented sales enablement tools and live chat (Intercom) to streamline processes, boosting lead generation and improving customer experience.

A screenshot of a website showing a variety of computer monitors.

A truck is driving down a highway on a website for award-winning vehicle tracking and fleet management software.

Before After

Results:

Lead Generation: Significant increase in leads post-website redesign and diversified channels.

Organic Traffic: Achieved top rankings for critical keywords, boosting organic traffic.

Revenue Growth: Increased profitability through improved lead quality and upselling.

Customer Engagement: Enhanced experience via personalised marketing and improved sales cycle efficiency.

Sales Performance: Greater alignment led to higher conversion rates and stronger sales performance.

Chris McLellan, Founder of RAM Tracking:

“Callum has a strong understanding of sales and marketing, having moved from BDM to Head of Marketing. He was instrumental in rebuilding the marketing department post-COVID, working with leadership to drive key business initiatives. His impact spanned areas like web, SEO, and the brand refresh, achieving top Google rankings.

Callum’s involvement in managing all marketing functions was crucial to our profitability and growth. I highly recommend working with him on a project or consultative basis.”

Translating Experience into Client Success:

At Extension, we leverage these proven strategies to:

Build and optimise marketing departments.
Enhance digital presence through web redesign and SEO.
Implement automation to streamline customer journeys.
Develop diverse lead generation strategies.
Align sales and marketing teams for better performance.

How Extension Can Help:

At We Are Extension, we offer flexible solutions tailored to your needs, whether it’s providing leadership as a fractional CMO or delivering expert execution in specific marketing channels. Our comprehensive experience spans:

Web and SEO: Optimising your online presence to increase visibility and drive organic traffic.

Paid Media: Crafting and executing paid media strategies across search, social, display, native, programmatic, and affiliate channels.

Referral and Affiliate Marketing: Creating systems to harness the power of referrals and affiliate partnerships to drive sustainable growth.

Email, SMS, and Direct Mail Campaigns: Engaging your audience through personalised, multi-channel marketing that builds lasting connections.

Pay-per-Lead: Reducing acquisition costs while improving lead quality through pay-per-lead models.

We work at every level, from strategy to execution, ensuring each initiative drives measurable results, whether you’re looking to overhaul your entire marketing approach or refine a specific channel.

< Older Post

True multi-touch attribution integrate any ad platform with salesforce and create 1 to 1 relationships automatically !

Insights to Grow

Your Business