We partnered with a global media and technology leader to boost online sales and target the small office/home office (SOHO) market. Combining our expertise with insights from the client’s team, we developed a practical plan to engage customers and expand market reach.
Background:
Our client, a major cable television company and telecommunications provider, aimed to grow its presence in the small to medium-sized business sector. However, lacking tailored marketing strategies, online tools, and a dedicated sales force posed challenges to achieving their growth goals.
Challenges:
- Limited Focus: Current marketing efforts focused on residential customers, overlooking the SOHO market's potential.
- Tracking Issues: Inadequate tools made it hard to track leads and implement effective sales strategies.
- Resource Constraints: Internal limitations hindered the creation of business-specific content and sales processes.
Approach:
- Collaborative Workshops: We held workshops with stakeholders to understand their needs and insights.
- Prioritizing Challenges: We identified key pain points, focusing on lead acquisition and improving the customer journey.
- Mapping Customer Journey: We mapped out the customer's ideal path to purchase, identifying key steps and the best marketing channels.
- Custom Solutions: We developed a digital marketing plan and a scalable Content Management System (CMS) to track user interactions and drive conversions.
Actions Taken:
- Process Optimization: We analyzed and improved the existing residential buy-flow to better target business customers.
- Tailored Development: We created custom solutions for a business-focused website and sales process, integrated with Salesforce and Eloqua.
- Content and Creative Services: We developed content strategies and redesigned creative assets, testing different approaches to engage users.
- Continuous Innovation: We introduced new initiatives, like a multi-touch attribution model and call tracking, to boost leads and reduce costs.
Results:
- Sales Growth: Achieved a 22X increase in online sales.
- Innovations: Cut cost-per-lead by 30% and increased leads by 40%.
- Trusted Partner: Helped transition platform management to the client's internal teams, ensuring sustained growth.
- Ongoing Improvement: Redesigned the website and improved navigation, resulting in a 50% increase in qualified leads.
Conclusion:
By focusing on customer needs and implementing practical solutions, we achieved significant growth in online sales and lead generation. These results demonstrate our commitment to driving real business growth and establishing leadership in the telecom industry.