Building a Fully Integrated Campaign Ecosystem

Lakeside Manufacturing is a leading vendor of stainless steel and plastic utility carts for food service and medical operations. They were looking for a way to communicate their message and engage their audiences with campaigns that built anticipation and excitement for their products. Building campaigns can be a challenging process, especially in a world where your audience is being pulled in a million directions with messaging, ads, and workplace demands. They needed a partner that could help them focus on a formula for success.

The Task at Hand

Our main goal was to keep audiences engaged online and offline as they moved across all channels from email and newsletters to the web. However, this required us to not only create a campaign design process, but to understand what success looked like for their organization to establish some baseline goals.

We started with a discovery session to identify the current state of their campaign design process and establish a roadmap to success. Based on our findings, we knew we needed to:

  • Identify clear market segments within their CRM
  • Plan and create an engagement framework that could be replicated
  • Build an easy-to-read dashboard view within Marketo Engage to gauge success

Developing an Integrated Campaign Ecosystem

After outlining these priorities, we hit the ground running to put a plan in motion. Within manufacturing, it can take dozens of interactions before a buyer is ready to engage, so we had to be sure we were covering all of our opportunities across the buyer journey. Once we established these touchpoints, we were able to gauge customer engagement and attach KPIs and metrics that could feed into their dashboard view.

We were able to create an end-to-end campaign ecosystem that could be replicated for any campaign idea throughout the year.


GNW Consulting helped Lakeside create the frameworks and ecosystem they needed to be creative with the types of campaigns they could execute resulting in a 25% revenue attribution, 10% increase in form conversions, and a 43% email open rate.

These results speak to the true value of partnership, enabling marketing team success is just one piece of the puzzle, but being able to provide knowledge and build trust with internal teams is an integral part of our recipe for success.

“We’ve absolutely made the right decision in working with GNW as our digital marketing partner, and really building out our campaigns.”

Jessie Duford, Lakeside Manufacturing

To learn more about what it takes to build a fully integrated campaign ecosystem, read the full Lakeside case study.