“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
Customer question: ‘How do i get structured leads at my website?
MARKETING AUTOMATION STEPS
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
After the download, each lead receives e-mail tips, based to its (development) needs.
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.
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
Step 4: Follow-up
The follow-up consists of: Welcome e-mail series: meet with Q-Impact Value e-mail series: personalized tips Sales e-mail series: social proof + make an appointment at the touch of a button *Click image to enlarge
THE FIRST RESULTS
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 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?
Do you also want an online sales funnel like Q-Impact?