Integrating digital and personality into a legacy packaging and label manufacturing business.

Industry

B2B Manufacturing

Challenge

Fortis had growing demand but no cohesive paid media strategy or CRM to coordinate and convert digital leads across paid search, paid social, and internal follow‑up. They needed smarter targeting, stronger remarketing, and a platform to manage lead flow end-to-end.

Results

By merging paid search, paid social ABM tactics, and strategic CRM integration, Two Trees enabled Fortis to target the right B2B audiences, convert more leads, and systematically nurture them through Salesforce. The result: significantly more qualified leads, lower acquisition costs, and better visibility into ROI.

Services Used

Paid Social, Paid Search, CRM Management

fortissolutionsgroup.com

20%

More Leads From Search

25%

Less Cost Per Lead

Qualified Leads

50%

Conversion Rate Increase

Two Trees has been an important partner and have come to my rescue a number of times. We love the team and enjoy working with them.

Alisha Blake

Director of Marketing @ Fortis Solutions Group

About Fortis Solutions Group

Fortis Solutions Group is a Virginia Beach–based packaging services provider, offering labels, flexible packaging, shrink sleeves, cartons, and applicators across 20+ North American facilities.

The Challenge

Fortis Solutions Group needed to boost brand awareness and generate qualified B2B leads across North America for their packaging services (labels, flexible packaging, shrink sleeves, cartons, applicators). The marketplace was crowded with regional and national competitors. Their digital ad efforts were fragmented—search ads underperforming, social campaigns failing to engage procurement decision-makers, and no unified system to track or nurture leads. This led to wasted ad spend, missed growth opportunities, and low visibility into what was actually driving revenue.

The Solution

Two Trees PPC implemented a unified, performance‑focused approach across three areas:

Paid Search
- Rebuilt Google Ads around industry‑specific, bottom‑of‑funnel keyword groups.
- Used conversion‑driven ad copy and optimized bidding to align tightly with procurement‑stage queries.
- Continuously refined landing pages, ensuring campaign spend translated into qualified form submissions and inquiries.
Paid Social
- Launched LinkedIn ads targeting packaging, operations, and brand managers.
- Utilized account‑based marketing lists and Lookalike Audiences to precision‑reach decision‑makers.
- Promoted high‑value gated assets—like case studies and quote requests—to fuel lead capture and intent identification.
Salesforce CRM Optimization
- Enhanced Fortis’s existing Salesforce workflows to ensure ad‑generated leads were captured automatically and assigned to the right reps.
- Built tracking fields and source attribution layers in Salesforce, making it easy to see which campaigns, keywords, or social ads produced each lead.
- Worked with the Fortis team to streamline nurturing sequences, set follow‑up reminders, and automate initial outreach based on lead activity.

This overhaul established a seamless pipeline—ads driving qualified inquiries, structured flows ensuring timely follow‑up, and transparent CRM reporting that tied every lead back to campaign performance.

The Results

Within the first 12 months, Fortis saw measurable impact:

20% increase in qualified search leads, thanks to tighter keyword focus and improved ad relevance.
25% lower cost per lead on paid search, driven by bid optimization and enhanced ad copy.
3× more B2B marketing-qualified leads (MQLs) from paid campaigns, with higher engagement from packaging decision-makers.
>50% boost in lead-to-opportunity conversion rate, thanks to CRM-driven follow-up and nurturing sequences.

Two Trees’ integrated dashboards provided Fortis with full transparency—ad performance, lead source attribution, and CRM follow-up status, enabling smarter budget shifts and better forecasting.