“Marketing automation has not only increased the authority of Q-Impact, we now also have a professional customer journey that brings in leads on a weekly basis.”
– Peter Wijnands, director Q-Impact
Project: Marketing Automation + Content
Question: ‘How do I get structured leads at my website?’
Step 1: Segmentation
Segmenting your target group is essential to create a personal sales message. That is why we always recommend to segment the target group into three groups: customer type, purchasing need and purchasing urgency.
Segmentation 1: Customer type
The ‘Customer journey’ of Q-Impact is organized per sector. We started with the Accountancy sector. An E-book is offered, specifically for this sector:
Segmentation 2: purchase need
By the means of the download form of the e-book, Q-Impact segments on demand, which is specified on the training that Q-Impact can provide in this area:
After the download, each lead receives e-mail tips, based to its (development) needs.
*Click to enlarge
Segmentation 3: Purchasing urgency
Q-Impact tries to find out the purchasing urgency within two ways. In the first e-mail a question is asked about the specific problems of the lead. This way, Q-Impact tries to get into a conversation with the lead, in order to find the urgency.
Example of e-mail tip 1 Leadership: Involve your employees
At the end of the e-mail funnel, the leads receives an invitation for a telephone conversation – this e-mail is also sent as a reminder:
Step 2: Foundation
Foundation is the way leads are collected, this can be by an e-book, a checklist, webinars, presentations, etc.
In this case, we choose for an industry-specific foundation: the e-book focussed on the accountancy industry.
Foundation: ‘The future of accountants offices’
Step 3: Range
For the best result, the range should be as specific as possible. At Q-Impact we focused on director / shareholders of accountancy firms:
Step 4: Follow-up
The follow-up consists of:
Welcome email series: meet with Q-Impact
Value email series: personalized tips
Sales email series: social proof + make an appointment at the touch of a button
€ per lead
What did we learn from this project?
1. Customer interviews are important
We believe that 75% of your marketing content should be ‘written’ by your own very best customers. Before we started on this case, we interviewed 5-10 customers of Q-Impact from the financial sector. That way, we got a good picture of their pain points and wishes. We used this to come to the right approach.
2. Have your foundation be assessed by your target group
Have your foundation be assessed by your target group We believe that you should always have your ‘foundation’, in this case the e-book, assessed first by your best customers. You can also have them judge multiple titles; this is important for the conversion of the e-book.
3. A/B Test results
Which ad do you think has won?
The answer: ad #2 has the highest clickthrough rate (CTR).
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