Marketing and Sales Automation: 900+ Monthly Leads
Yuri
Marketing Analyst
Mike
PPC Expert
Artem
Chief Commercial Officer, Strategy Unit Leader
Tasks
To increase the conversion rate from 12.3% to 25%
Attract IT companies to our services
Increase SQL conversion by 10%
Project Challenges
Low Conversion Rate
Out of the total number of prepared commercial proposals, only 12% resulted in purchases. We were confident that this metric could be increased and set a goal to reach 25% through process automation.
Increasing Conversion from MQL to SQL
To boost the number of marketing leads transitioning into the sales department, it was necessary to design funnels for each type of service and their key stages.
Warming Up Clients at the Decision-Making Stage
Preparing a high-quality commercial proposal with an in-depth understanding of the client's business takes time. It was essential not to lose touch with the client while simultaneously warming them up to make a decision in our favor.
Results
by 25%
More Qualified Leads
900
The average monthly number of MQLs (Marketing Qualified Leads)
3,7%
Sales among the leads who initially declined or rejected the offer
By 2.3
Increased the conversion to SQL
How We Did It
We thoroughly developed Customer Journey Maps (CJM) and funnel architectures
In order to establish communication that guides the customer towards a purchase, we tracked their journey to the desired action and identified the factors influencing their decision-making. To achieve this, we conducted an analysis by:
- Determining the current stage at which the individual is situated.
- Identifying what will help move them closer to making a decision in our favor.
- Planning how we can advance them through the sales funnel.
- Choosing the most effective channel through which to deliver our offer.
For example, we know that, on average, our customers may take up to two months or more to make a decision. During this period, they explore the market and compare offers. We engage with them a certain number of times, depending on their initial point of contact, to guide them toward a purchase.
In this way, we construct Customer Journey Maps (CJMs) and funnel architectures tailored to each type of service. For instance, here is an example of a funnel for promoting SEO services. It illustrates how a potential client enters the funnel and the steps they take before making a decision. This represents the lead nurturing process from MQL to SQL.
We've created lead magnets and landing pages for MQL acquisition
Our interaction with users is built through valuable content – lead magnets and research materials that we create based on:
1. The industries in which our clients operate.
2. Their primary pain points.
We place these materials on landing pages and attract traffic, promoting these pages through our channels.
Examples of such materials can be found on our website in the ‘Free Resources‘ section. People download the materials and provide their contact information.
This way, we acquire MQLs and continue working with them to convert them into SQLs.
Expert Comment:
Yuri
Marketing Analyst
“In essence, the entire funnel looks like this: we attract users to the website through various channels such as SEO, paid traffic, cross-promotions, seeding, and so on. Using lead magnets and webinars, we generate marketing leads – MQLs. Then, through a series of touchpoints, we nurture them into SQLs, where they submit a service request. Following this, a sequence of trigger emails is initiated. We will provide more details about each stage further.”
Pop-Up Windows
Between visiting the website and taking a commercial action, several events occur that either increase or decrease the likelihood of a purchase. This process is typically chaotic, but to bring order to it, we aim to strategically guide the user's journey and introduce them to the relevant content, including through the use of pop-up windows. Schematically, it looks like this.
We have developed welcome and trigger warming sequences.
Trigger Emails: Clients receive automated standard emails when they are at one of the five stages:
1. Request Submitted
2. Briefing Conducted
3. Commercial Proposal Presented
4. Deal Closed
5. Briefing Not Completed
It can also be a message sent through one of the messengers to ensure maximum convenience for the client.
So, we have eliminated the human factor by promptly requesting and receiving feedback from clients.
How it works: a person submits a request and receives a trigger email. As time passes, the client may inform us that a manager has not contacted them yet. Or in response to an automated email after presenting a commercial proposal, we receive feedback on how it can be improved. In both cases, we continue working with the client.
Conclusions:
Business Problem Solving: Automation of marketing and sales should address specific tasks. Begin by analyzing processes: identify what needs optimization, set achievable goals, and assess available resources. Otherwise, there is a risk of investing time and resources without achieving the desired outcomes.
A Systematic Approach: Understanding the entire process is crucial. Simply launching an email sequence won’t suffice. Customer Journey Mapping (CJM) aids in this understanding, mapping each step and tool that guides the customer closer to a purchase. Without this clarity, marketing automation can lead to chaos.
Team Collaboration: This effort extends beyond marketing and sales departments. For instance, when developing and implementing key funnel stages, we actively involve experts from various units to showcase the agency’s expertise and demonstrate collaborative success potential to clients.
Process Improvement Within the Company: Implementing new tools often necessitates a shift from traditional approaches. Promptly addressing client feedback by refining commercial proposals and addressing shortcomings is an example of such adaptability.
Automation of email marketing has yielded significant results, increasing the Conversion Rate from 12.3% to 25%.
This comprehensive effort has resulted in a 9% increase in sales quantity and an 11% increase in monetary value.