3 months ago, we were contacted by an agency on behalf of a leading national brand to help them generate leads. The brand was planning to launch a new product towards the end of the year and they were looking to do a product market fit.
In order to validate the product fit, they wanted to conduct a survey to identify the market potential and market positioning.
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The brand is a huge conglomerate manufacturer with presence in nearly all sectors and having multinational operations. The brand had given specific guidelines on how the survey should be done in order to get an impartial view of the market landscape.
- The brand name could not be mentioned anywhere.
- The existing brand assets (social media pages / landing pages) could not be used for this campaign.
When the agency approached us, they had already attempted a lead generation campaign, but with poor results (both online and offline). They were able to collect only 10% genuine leads and had already spent 40% of the total digital marketing budget allocated for this exercise.
Challenges identified by Wild Creek:
After a preliminary discussion with the agency to understand the requirements, we identified a few challenges using our Digital Diagnostic Framework.
- Lead Conversion Time – The agency had not implemented any systems to improve the lead conversion time and was still relying on manual methods.
- Poor Targeting – The agency was not targeting the right set of audience and the campaign was poorly structured.
- Not Enough Budget – Even though the brand had earmarked a good quantum of budget for this activity, the agency had not thought through the campaign properly and therefore neglected to allocate the required funds that would deliver results.
Wild Creek Digital Strategy and Solution:
Having understood the situation and the task at hand, we implemented our unique 3-Step Process named A-B-C to address the challenges faced by the client.
Step #1 – Automation: To reduce the time taken to contact the leads, we implemented automated solutions that reduced the time taken to reach out to the lead. This intervention also decreased the manual process by as much as 75%.
Step #2 – Budget: As this was a social media campaign, we identified the social media channels and placements that would assist us in getting better conversion rates. We then matched it with the appropriate budget to help us achieve the survey numbers required for this campaign.
Step #3 – Conversions: By targeting everyone and anyone with the marketing, the agency was diluting the lead generation activity and wasting resources. Based on our research and conversations with the agency, we identified the right set of audience that would be suited for this branding exercise and only targeted them in the campaign.
Along with this, we also implemented a lead form strategy that reduced the number of junk-leads by as much as 50%.
In addition to the above three, we also streamlined the ad assets to keep it simple, clear and straightforward.
A SUMMARY of RESULTS:
[Case Study] Lead Generation – Key Numbers
At the end of the campaign, the client received a 200% ROI completely through digital approach without necessitating any offline intervention.
Do you need help building a stronger and more profitable online presence? Contact us today, and let’s discuss how we can work together to reach your goals!