Closed Loop Marketing Solution for a London Venue

The Client

Woods’ Silver Fleet operates a luxury fleet of yachts on the River Thames, offering high-end private and corporate event spaces in central London.

The Starting Point

Silver Fleet had been managing paid search campaigns using a practical in-house approach. While this generated enquiries, the process lacked a clear connection between marketing activity and long-term customer value. Enquiries were tracked manually, which made it hard to evaluate which campaigns were driving high-value bookings or repeat business.

Our Role

We worked with Silver Fleet to implement a closed-loop marketing system—linking lead generation, sales tracking and customer retention into a single, measurable flow.

• Refined Paid Search Strategy
  We rebuilt their search campaigns around buyer intent, event type, and seasonal demand, creating more relevant ad journeys for corporate and private clients.
  
• Salesforce CRM Deployment
  We introduced Salesforce to replace spreadsheets and create a central source of truth. It was integrated with their website, automatically logging all incoming enquiries with source data.
  
• Attribution Across the Customer Lifecycle
  With full tracking in place, we could trace each enquiry back to its original source and follow that relationship over months or years—essential for an events business where clients often return.
  
• Lifetime Value Insights
  By analysing returning clients and their full spend over time, we helped the team understand which campaigns deserved greater investment and which keywords attracted long-term value.

The Outcome

• End-to-end tracking from first enquiry to repeat bookings
• Smarter bidding based on actual client value, not just lead volume
• Unified reporting across marketing and sales
• A more strategic approach to budget allocation and campaign planning