Outsourcing helped Total Tools grow eCommerce sales from $1M to $20M in two years. Here’s how they did it:
- Challenge: Limited local resources and high costs made scaling difficult.
- Solution: Partnered with 365Outsource to hire skilled Filipino digital marketers at ~80% lower costs.
- Results:
- 300% increase in website traffic
- 200% higher conversion rates
- 1,000% growth in online sales
Client Background and Initial Challenges
Overview of the Business
Total Tools, a prominent Australian hardware retailer, operates through both physical stores and an eCommerce platform. By the end of 2025, the company had firmly established itself as a go-to destination for trade professionals and DIY enthusiasts in the hardware and tools market. Under the guidance of Darren Gunton, their General Manager of Marketing, Total Tools set an ambitious goal: to grow their online sales from $1 million to over $20 million. However, with only a two-person marketing team in place, scaling operations to meet this target seemed like a monumental task.
Initially, they turned to freelancers to fill the gap, but the results were inconsistent and inefficient. The lack of internal resources and underperforming digital assets left Total Tools at a crossroads. They had to decide whether to invest heavily in local hires or find a more cost-effective way to expand their digital marketing efforts. These challenges posed a significant threat to their ambitious growth plans.
Key Pain Points
The path to achieving their $20 million sales target was riddled with challenges. The most pressing issue was the shortage of local resources needed to execute their eCommerce strategy. Building a skilled in-house marketing team in Australia came with a hefty price tag, putting a strain on their budget.
The recruitment process itself was another hurdle. Hiring even a single marketing professional required up to 50 hours of management time – time Darren Gunton and his team simply couldn’t spare for administrative tasks. On top of this, their limited bandwidth made it nearly impossible to handle critical activities like SEO, social media campaigns, PPC advertising, and content production at the scale required.
Financial constraints added another layer of complexity. Hiring a Digital Marketing Manager in Australia or the U.S. came with a steep monthly cost of $12,000, excluding additional expenses like benefits, insurance, and overheads. These costs would have severely impacted cash flow. Faced with these challenges, Total Tools needed a fresh approach, leading them to consider strategic outsourcing as a viable solution.
Partnering with 365Outsource for Digital Marketing
Why Choose Filipino Talent?
Total Tools realized that hiring Filipino professionals offered advantages that went far beyond just saving money. With their excellent English skills and alignment with Western business practices, Filipino talent made onboarding faster and reduced the risk of miscommunication. On top of that, businesses could save 76%–80% on salaries while tapping into a massive pool of over 800,000 graduates in fields like business, communications, and marketing every year.
The ability to work seamlessly across U.S., U.K., and Australian time zones was another major plus. Filipino professionals are accustomed to collaborating in real-time with teams from these regions, making them an ideal fit for global operations. These factors created the perfect environment for Total Tools to work with 365Outsource without a hitch.
Role of 365Outsource
365Outsource took full advantage of these benefits, integrating skilled professionals directly into Total Tools’ operations. Instead of relying on freelancers or juggling multiple vendors, Total Tools gained access to a comprehensive range of digital marketing expertise. This included specialists in SEO, PPC, social media, and content writing, all working as an extension of their team.
The cost savings were hard to ignore. For instance, 365Outsource provided equivalent talent for about $2,450 per month, resulting in nearly 80% savings. Similar reductions were seen in other roles, like SEO specialists ($1,750 per month versus $8,000, a 78.1% savings) and social media managers ($1,850 per month versus $8,000, a 76.9% savings).
Beyond just cutting costs, 365Outsource removed the headaches of in-house hiring. They handled everything from employee insurance and taxes to sick and holiday pay, saving Total Tools the 50 hours typically spent filling a single position. This freed up the company to focus on growth rather than HR logistics. As 365Outsource puts it:
Our dedicated specialists work closely with you from start to finish, so we understand what you want and transfer your business culture and process to our offshore environment successfully.
Implementation of Digital Marketing Strategies
Team Setup and Onboarding
Total Tools rolled out a 12-week framework to integrate the 365Outsource team into their operations effectively. The process began with defining clear marketing goals, setting target KPIs, and establishing communication protocols. To ensure alignment with Total Tools’ identity, 365Outsource was given access to the company’s brand guidelines, customer personas, and performance benchmarks.
This setup wasn’t just about assigning tasks. The team at 365Outsource gained access to Total Tools’ platforms, created compliant workspaces, and adhered to strict data standards. A dedicated Client Success Manager, HR Business Partner, and IT Lead were assigned to monitor performance and address any challenges swiftly. During the first 90 days – referred to as the "Hypercare" phase – weekly performance reviews and rapid adjustments ensured the team was fully operational.
Once the onboarding process was complete, Total Tools had a well-integrated team ready to execute targeted digital marketing campaigns.
Tailored Digital Marketing Campaigns
With the onboarding phase successfully completed, Total Tools launched custom digital campaigns designed for rapid growth. The campaign strategy allocated resources strategically: 70% to proven channels, 20% to calculated risks, and 10% to high-reward experimental efforts. This balanced approach allowed the company to grow steadily while exploring innovative opportunities without stretching resources too thin.
The SEO team conducted in-depth audits to identify high-intent keywords and optimize existing content for better search engine visibility. Meanwhile, PPC specialists focused on the U.S. market, leveraging Performance Max to maximize reach across Google’s platform. Social media managers crafted content tailored to individual platforms – visual storytelling for Instagram, quick discovery videos for TikTok, and broader engagement posts for Facebook. Campaigns were designed with vertical video content in mind, catering to modern scrolling habits.
Communication and Integration
Strong communication was the backbone of this partnership. 365Outsource integrated directly into Total Tools’ workflows by using tools like Slack, Asana, and HubSpot, ensuring seamless collaboration. Regular check-ins and clearly defined escalation paths kept the team aligned and allowed for quick adjustments during campaigns.
The offshore team operated within Total Tools’ systems, ensuring the company retained full strategic control. Quality assurance processes were implemented to maintain brand consistency – drafts underwent multiple editing cycles, and final approvals required stakeholder sign-off before publication. This level of integration allowed Total Tools to benefit from 365Outsource’s expertise and cost efficiencies while maintaining oversight and control over all strategies and executions.
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Results: Achieving Growth Through Outsourcing
Total Tools Growth Results: 1000% Sales Increase Through Filipino Digital Marketing Outsourcing
Key Performance Metrics
By partnering with 365Outsource, Total Tools experienced measurable improvements in both performance and cost efficiency. The numbers tell the story:
- Website traffic skyrocketed by 300%, thanks to the SEO team’s focus on keyword optimization and a refined content strategy.
- Online sales saw a staggering 1,000% increase, driven by highly targeted PPC campaigns aimed at high-intent buyers in the U.S. market.
- Conversion rates climbed by 200%, as landing pages and ad copy were continuously fine-tuned based on real-time data.
On the cost side, the savings were equally impressive. A digital marketing manager in the U.S. typically costs around $5,000 per month. By outsourcing to the Philippines, Total Tools secured equally skilled professionals for just $500 to $1,000 per month. The company reinvested 20% to 30% of these savings into campaign budgets and analytics tools, amplifying their return on investment.
| Metric | Before Outsourcing | After Outsourcing | Growth |
|---|---|---|---|
| Website Traffic | Original | 4× original | 300% increase |
| Online Sales | Original | 11× original | 1,000% increase |
| Conversion Rate | Original | 3× original | 200% increase |
| Monthly Marketing Costs | $15,000 | $3,600 | -76% |
These improvements laid the groundwork for sustainable growth while keeping costs under control.
Business Scaling and Cost Efficiency
Outsourcing proved to be a game-changer for Total Tools, enabling them to scale operations while cutting costs. With streamlined onboarding and tailored campaigns, the company reduced overhead by employing dedicated Filipino specialists. These experts seamlessly integrated with the in-house team, eliminating traditional employment expenses like benefits and office space.
Another key advantage was the offshore team’s ability to operate 24/7. This ensured campaigns ran year-round, avoiding the typical hiring delays that can consume up to 50 hours per position. Overall, Total Tools maintained operational expenses at 40% to 50% lower than before.
This approach not only enhanced efficiency but also allowed the in-house team to focus on strategic initiatives and customer engagement, positioning the company for long-term success.
Lessons Learned and Advantages of Filipino Outsourcing
Benefits of Filipino Talent
When it comes to outsourcing, Filipino professionals bring a wealth of advantages that go beyond just cost savings. Companies have discovered that success lies in treating their Filipino teams as an integral part of their operations rather than as external contractors. This means creating thorough onboarding processes and fostering a sense of inclusion within the organization’s culture.
One key takeaway is reinvesting 20–30% of labor savings into areas like testing, analytics, and employee retention. This strategy not only enhances ROI but also keeps employees engaged and motivated. Additionally, the high level of English proficiency and compatibility with Western work practices in the Philippines can reduce onboarding and adjustment times by 30–40%.
Filipino professionals are no longer just task-oriented workers; they are now recognized as strategic contributors. Many handle advanced roles in digital marketing, such as SEM, conversion optimization, and project management. For instance, Paul Staten, owner of SEO Werkz, shared his experience with a Filipino PPC manager who stayed with the company for over seven years, demonstrating remarkable loyalty. Similarly, Carbon Creative hired a Filipino SEM Specialist who, despite having minimal Google experience initially, earned four Google Certifications within months and helped secure over $400,000 in managed ad funds.
Why 365Outsource is a Strong Partner
Partnering with 365Outsource takes the hassle out of managing HR tasks like insurance, sick pay, holiday pay, and taxes. This allows businesses to focus on their core strategies and growth instead of getting bogged down by administrative work. Their staffing model ensures that offshore teams seamlessly integrate into the company’s operations, mirroring the in-house culture.
What sets 365Outsource apart is its emphasis on building long-term relationships rather than pursuing short-term transactions. As the company puts it:
We don’t claim to have the biggest global networks… but we’re proud of the relationships we have developed.
They prioritize clear communication, meeting deadlines, and sticking to budgets, all of which are critical for scaling quickly. Their flexibility – offering both part-time and full-time specialists – allows businesses to adapt their resources as campaigns evolve, leading to significant cost efficiency.
Conclusion
This case study highlights how outsourcing digital marketing tasks to skilled Filipino professionals can lead to measurable growth. The client’s experience underscores the importance of viewing offshore teams as genuine partners rather than mere cost-saving solutions. By working with 365Outsource, companies not only gain access to highly skilled professionals but also reduce operational costs by an impressive 76–80%.
What sets 365Outsource apart is their partnership-driven model. They don’t just provide staffing solutions – they take care of administrative tasks like payroll, insurance, taxes, and benefits. This allows businesses to focus on scaling while relying on consistent communication and dependable delivery from their offshore teams. It’s a relationship built on trust, making scaling operations smoother and more efficient.
Filipino digital marketing professionals bring more than just technical expertise. Their alignment with Western business practices, along with their strong work ethic and loyalty, makes them an integral part of any team. As Brad Vandenberg, COO of HumanProofDesigns.com, shared after expanding his team from 15 to over 200 members between 2016 and 2018:
The Filipino culture is truly amazing. Be prepared to build strong, lasting relationships with your team. My hope is that these relationships will be lifelong no matter what happens in business.
This seamless blend of talent and cultural compatibility played a key role in Total Tools’ exceptional performance.
The takeaway here is clear: outsourcing with 365Outsource offers immediate cost savings and long-term competitive advantages. Companies that reinvest 20–30% of these savings into areas like testing, analytics, and retention programs, as demonstrated in this case study, experience exponential returns that go far beyond reducing payroll costs. This strategy turns outsourcing into a powerful tool for sustainable growth.
FAQs
What impact did outsourcing to Filipino digital marketing talent have on Total Tools’ performance?
Outsourcing to Filipino digital marketing professionals brought a dramatic shift in Total Tools’ performance. In just two years, the company saw a staggering 2,000% surge in e-commerce sales and a 200% jump in online conversions.
These results showcase how tapping into the expertise of skilled professionals from the Philippines can fuel substantial growth while keeping expenses in check – a smart move for businesses looking to scale effectively.
What are the benefits of hiring Filipino digital marketers instead of U.S.-based talent?
Hiring digital marketers from the Philippines can be a game-changer for businesses looking to save money without cutting corners on quality. Filipino professionals typically charge between $500 and $1,200 per month for their services. Compare that to U.S.-based marketers, who often cost upwards of $4,000 per month – the savings are crystal clear. This cost advantage allows businesses to expand their efforts while keeping expenses in check.
But it’s not just about affordability. Filipino marketers bring a wealth of skills to the table. They’re fluent in English, making communication seamless, and they align well with Western business practices, ensuring smooth teamwork. Beyond this, their expertise in global marketing strategies and their knack for creativity make them an asset to any team. Outsourcing to the Philippines doesn’t just save money – it opens the door to a reliable and talented workforce that can drive growth and fresh ideas.
How does 365Outsource integrate smoothly with a company’s current operations?
365Outsource works to blend seamlessly with your current operations by customizing its processes to fit your specific business requirements. They offer access to skilled, English-speaking Filipino professionals who are well-versed in adjusting to Western business practices.
By implementing clear workflows and setting measurable success benchmarks, they help your team stay on track and productive, all while delivering high-quality outcomes.