Global customer experience with local flexibility
Rich’s Corporation is a family-run food services business with a significant global footprint. Facing the challenge of rapidly changing expectations of B2B audiences, Rich’s asked us to create a new, global approach in digital marketing and lead generation.
![Rich's Food campaign concept](/media/2zspjgsg/richs_campaign_desktop.png)
The case for change
Rich’s serves food industry professionals around the world — helping them unlock new possibilities and grow their business.
The company’s approach to digital marketing was fragmented and outdated. They were missing a truly global shared approach. To inspire and engage a new generation of chefs and entrepreneurs, Rich’s needed a new recipe for digital marketing success.
![Rich's Food social media campaign](/media/at4fb2b1/richs_social_desktop.png)
Strategy and solutions
We evaluated the current state of Rich’s digital marketing across key markets, and made recommendations for ways to improve performance against marketing goals. From technology foundations, end-to-end customer experiences and content approaches, to sales enablement and measurement — we homed in on where they needed help.
Working with both global and local marketing teams, we developed a fresh global approach to omnichannel digital marketing and demand generation.
![Rich's Food Marketo campaign landing page](/media/zc3b3340/richs_landingpage_desktop.png)
Business impact
To showcase the new approach, we created Rich’s first-ever global digital campaign to engage customers across social and digital touchpoints — driving traffic to the Rich’s website and generating more leads via Marketo.
The campaign exceeded expectations with a 33.6% engagement, 1.8% MQL conversion Rate and 32% MQL to win ratio.