Postmus
What began as a question about how to bring five separate websites together evolved into a much broader issue: how do you ensure that marketing contributes to commercial growth on a structural basis?
Together with Postmus, we therefore didn’t just build a stronger online platform and generate more relevant inquiries. We also brought advertising, lead quality, sales follow-up, and data ever closer together. The next step is our own Lead Hub, where Postmus can centrally process inquiries and gain an increasingly clear picture of what happens after a lead is generated.
That’s how Reward evolved from an operational marketing partner to a partner that collaborates on the entire commercial funnel.
Results achieved for Postmus
Challenge
Postmus started with five separate websites, each with its own focus, content, and authority. This led to fragmentation in SEO, an unclear online structure, and missed opportunities in the customer journey. The first challenge was therefore clear: how do we bring these websites together into a single, strong platform that not only inspires but also consistently generates leads?
But as the number of inquiries grew, another question arose. Namely, not just: How do we generate more leads? But also: Which leads are worthwhile, what happens after they come in, and which marketing efforts ultimately contribute to commercial growth?
With four showrooms, many different inquiry forms, multiple marketing channels, and a sales process that varies by location, simply tracking submissions isn’t enough. As a result, the challenge shifted from doing more marketing to gaining better control over the entire sales funnel.
Our objectives
- Consolidate the five websites into a single powerful domain while retaining the SEO authority that has been built up.
- Position Postmus online as a knowledge and inspiration platform for garden design and outdoor living.
- Generate more relevant appointments and showroom visits on a consistent basis.
- Be able to align the marketing budget with capacity, the season, and commercial opportunities.
- Gain insight into the source and quality of leads.
- Bringing marketing and sales closer together by tracking what happens after a lead is generated.
- Create a centralized environment where leads can be assigned, followed up on, and qualified.
- Be able to increasingly focus on the campaigns and channels that generate valuable customers.
The Reward approach
We didn't start with individual marketing channels, but with the question of what Postmus needed to continue growing in a sustainable way.
First, the digital foundation
The five separate websites have been consolidated into a single central platform. The focus was on preserving SEO value, strengthening online positioning, and creating a clearer path from initial exploration to a showroom appointment or inquiry.
Then, focus on generating more demand
Using the new website as a foundation, we further scaled up our SEO, content, and advertising efforts. This was done not only to generate more traffic, but also to better manage relevant inquiries and commercial capacity on a per-region and per-showroom basis.
Next, focus on lead quality and follow-up
As the number of inquiries grew, a new issue emerged: Which leads are truly promising, and what happens after they come in?
That’s why we developed the Postmus Lead Hub in collaboration with Postmus. New inquiries are centrally processed, analyzed, and assigned to the appropriate branch. The sales team then works from a single pipeline where follow-ups, status, and lead quality are tracked.
From Leads to Commercial Guidance
The Lead Hub brings marketing and sales closer together. Postmus gains insight into the entire journey from inquiry to appointment, quote, and ultimately customer. In addition, data on channels, campaigns, locations, and revenue is increasingly consolidated into a single platform.
As a result, we’re focusing less and less on lead numbers alone and more and more on the question: Which marketing activities ultimately bring in the customers that Postmus wants?
Results
The partnership with Postmus has since evolved from a website and marketing challenge into a broader commercial growth strategy.
- A scalable marketing model that allows campaigns to be tailored to capacity and business needs.
- A single centralized platform for processing, distributing, and tracking new leads.
- Greater insight into lead quality and the progress of inquiries through the sales funnel.
- Marketing and sales information are becoming increasingly interconnected.
- Insight into various marketing channels, campaigns, advertising costs, locations, and commercial results.
- An infrastructure that can be built upon to achieve ever-better attribution of marketing efforts to customers and revenue.
“Thanks to Reward, we’ve been able to make the transition from five fragmented websites to a single powerful platform. Not only has our online visibility improved dramatically, but we’re also seeing a clear increase in appointments and revenue. The biggest difference is that we now have much greater insight into the results of our marketing efforts and what happens to our leads. That allows us to make increasingly targeted adjustments.”
And we've only just begun...
Our partnership with Postmus clearly illustrates our approach to online marketing.
The original question concerned five websites. That led to a new website, SEO, content, and advertising. When these efforts generated more inquiries, the focus shifted to capacity, lead quality, follow-up, and measurability. This, in turn, gave rise to the Lead Hub.
Not because we had decided in advance that Postmus needed new software, but because the next bottleneck in the sales funnel called for it.
That’s also how we want to continue working together. We don’t start with what Reward can sell, but with the question: where is the greatest opportunity right now to drive commercial growth? Then we determine what’s needed to achieve that. Sometimes it’s SEO or advertising. Sometimes it’s CRO, better data, or a process adjustment. And sometimes we build a solution that doesn’t yet exist. Strategy, data, and execution all come together in a single approach.
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