One of the most common challenges for marketers today is attracting quality prospects and effective lead generation.
But… what is a lead?
A lead is a user who gave their data to a company and, as a result, becomes a new record of its database with which the company can interact. It can be through a form or call to action, which can be on a landing page, web page, blog article, Facebook Lead Ads campaign, Twitter Leads Ads, Instagram Leads Ads, etc. In short, it’s a lead.
What is a Lead Generation campaign?
“Lead Generation is a common process in the world of digital marketing that focuses mainly on attracting potential customers to your business and leading them to the final purchase. Users must be given reasons to stay and continue their buying journey. Online lead generation encompasses a wide range of tactics, campaigns and strategies, depending on the platform on which you want to attract potential customers.
Beetrack Case Study: Performance, SEO and Automation
Beetrack is a logistics technology company founded in May 2013 in response to the need to support companies in meeting the new demands of their customers in a context of rapid growth of digital commerce. The company developed an online tracking software for product shipments, which optimizes the delivery process, improving its performance. In this way, the control of shipments is strengthened, monitoring each of its stages. It offers two tools to provide visibility and improve the quality of the delivery service: Planeerpro (planning and optimization of routes) and Lastmile (control of the logistics operation). Beetrack has more than 600 customers worldwide, including Coca Cola, Nestlé, Ripley, Wallmart and Cencosud, and has expanded in Chile, Mexico, Colombia, Peru and the United States.
Target
The company’s objective was to generate a lead generation strategy because it had the problem that they were generating leads of very low quality for the type of users they were looking for. In other words, they were generating leads that did not convert or were being contacted by people who were not their ideal audience.
Strategy and actions
To meet Beetrack’s objective, Known Online first conducted a diagnostic.
- A User Persona analysis of their customers was conducted to understand who their users really were. When we talk about knowledge of the target audience, lead generation allows us to discover in depth the interests, problems, and needs and, thus, to be able to perform a more efficient segmentation and, therefore, make better decisions.
- A scoring system was implemented within Beetrack’ s CRM as a way to classify leads according to how ready they are to buy. This way we could actually measure based on what type of contact they were receiving and assign a score. The Hubspot tool was used for this.
A strategy was then put together in three main areas: Performance, SEO and Automation.
Performance
The lead generation strategy was aimed at generating a volume of contacts with a score higher than 70, since this was the score identified with the CRM, which is associated with a client that can be approved by the marketing team and the sales team. The Google Ads tool was used for this purpose.
SEO
The objective was to position the brand as an industry leader, positioning it by terms linked to logistics planning and last mile services.
Automation
The focus of the campaign was to improve the scoring of the leads that did not reach 70 in order to try to find those users that initially did not seem to be the most suitable to become customers, to try to generate an automation process to refine them and understand if any of them really applied to become a Beetrack customer.
Results
Since March to date, the following results have been achieved:
- The number of quality monthly leads increased by 300%.
- This resulted in Beetrack having a final lead-to-customer conversion rate of over 80%.
- The strategies were implemented simultaneously in Chile, Peru, Mexico and Colombia, with strategies adapted to each destination.
