Edwards students win $20,000 in B2B case competition
An innovative 2-page marketing strategy was all Brock Andony and Jordan Sinclair needed to advance for a chance to win $20,000.
On February 2, the third-year marketing student and third-year accounting student travelled to Edmonton, AB to compete against nine other teams from the University of British Columbia, University of Alberta, and the University of Regina.
The Go B2B Marketing Challenge was based around GO Productivity who were experiencing growing pains while trying to expand their marketing efforts to help more businesses. The competition in partnership with Western Economic Diversification.
The pair submitted a 2-page marketing deliverable outlining the strategy for the organization. The next phase involved a written marketing plan and a 20-minute presentation with a 10-minute question period.
“Our strategy was to put a lot of our focus into being approachable and conversational in our presentation style,” said Sinclair. “We kept it simple, tangible, and actionable which I think was a big differentiator.”
To help build the company’s presence they proposed an organic content marketing strategy built around CRM. “Through staffing expansion, our strategy would enable them to generate more blog content (TOFU, MOFU, and BOFU) by leveraging content and SEO tools within HubSpot,” explained Andony. “We then combined this with the engineering of a holistic marketing funnel, structured largely around organic content, but also encompassing paid ad functions, email campaign automation, and interactive and intelligent demo forms/pop-ups on the core site.”
The duo was still in competition mode after competing in the Business Technology area of JDC West competition in Burnaby, BC earlier in January. They credit JDC West for helping them discover each other’s strengths and weaknesses prior to competing.
Edwards School of Business congratulates Brock and Jordan on their accomplishment.