The Situation
When DV Freelance Marketing onboarded a new B2B manufacturing client, the first step was a full marketing audit. This included reviewing active marketing channels, vendor relationships, catalog placements, and associated costs.
The audit revealed multiple long-standing print ads and catalog placements that had been running for years. The client was spending $6,000 per month across multiple publications, yet there was no tracking in place to determine effectiveness or return on investment.
What We Did
DV Freelance Marketing contacted the vendor representatives directly to understand the value of each placement. Those conversations uncovered an important opportunity: the client was paying a premium for print exposure with little measurability, while more flexible digital options were available through the same platforms.
One vendor offered a digital marketplace listing with a dedicated landing page, a direct link to the client's website, and real-time analytics. The cost was $8,500 annually, significantly less than the $25,000 the client had been spending yearly on the print ad alone. As part of a promotional offer, the vendor also extended the digital listing to a two-year term for the price of one and included a half-page print ad in its most circulated issue at no additional cost.
The Outcome
The client immediately saw the value in a platform that could be measured, adjusted, and tied more directly to traffic and lead generation. DV Freelance Marketing helped transition the investment into the digital listing and created a structure to monitor performance.
Results are still being tracked, but the client is now positioned to make data-informed marketing decisions instead of continuing expensive legacy placements without visibility.
Legacy advertising should be reviewed, not automatically renewed. A channel may have value, but without tracking, reporting, and flexibility, it is impossible to know whether the investment is working.