Optimal Data is a document scanning business working in the B2B marketplace. We were commissioned to deliver a lead generation strategy. The client had tried telesales activities in the past but without success. They also invested in Google AdWords but, with an average CPC in the region of £15 per click for core keywords relating to their business, this did not make commercial sense. Email marketing campaigns using purchased data had led to minor new business acquisition.
We manually and technically analysed competitor websites and used this information to generate insights and ideas to inform our strategic recommendations. We also researched the primary keywords used within the industry. We looked at customer profiles and identified key market challenges – for instance, their industry sector is perceived as being a commoditised service whereby it is often difficult to create meaningful differences between competitors other than via a value add brand proposition. The market is price-led and most forms of marketing are expensive. Our research identified that good branding and clear messaging on the website, along with easy navigation and relevant content, would be likely to have a significant positive impact on lead conversion. We saw an opportunity to develop trust in the business by creating case studies, and by using client logos and testimonials.
We recommended that the first step in the process was to freshen up the brand identity and then to redesign the website – before investing in any more lead generation activities. We developed three different concepts and worked in partnership with the client to develop the preferred creative route across the website, brochure, stationery, uniforms and packaging. We supplied logo and icon packs as part of this process. We proposed that the company redefined itself as “the paper to data people” serving the needs of the UK, and that it communicated itself as being an integrated document management company. We also recommended the introduction of a “quick quote” facility on the website with an online calculator that would provide suspects with instant cost estimates. The primary aim was to capture email details to support business development activities and feed the sales pipeline.
We created a proposition based on five key service factors that we felt would appeal to the target audience – the use of the latest document management technology, high levels of security, proven expertise, an environmental focus, and pricing transparency. We also recommended the creation of an engaging brand story to stand out from the crowd. In terms of lead generation, we recommended a focus on social media, SEO and content to deliver longer term benefits to the business, and to invest in a CRM system to optimise the sales pipeline process and minimise churn, and the introduction of marketing automation software to maximise customer lifetime value, as well as to encourage referral and recommendation opportunities.
‘We are very pleased with the work Abacus delivered for us’