Overview:

• The audience development team helped the client to achieve noticeable improvements across the company’s entire marketing operations.

Challenge:

A medium-sized design company specialising in bespoke products were having problems integrating their marketing systems. This resulted in a number of unwanted effects, such as wasted resources on manual processes and a limited number of ways to leverage data.

They approached Challenge Advisory for help in streamlining their marketing activities. They also briefed Challenge Advisory on their plans to gain better visibility into their customer behaviour, as well as assistance scaling their marketing programs for higher demand.

The Revelation:

Challenge Advisory’s audience development team began their client service by examining the client’s marketing strategy in order to identify the best opportunity for growth. This was achieved by observing their entire marketing strategy, including lead generation, customer engagement and conversion rates. They found a number of deficiencies with the marketing campaigns. There was no visibility into the origination of leads generated by the client, and there was not a clear strategy for guiding these leads through the buyer’s journey.

As well as this, there were too many inefficient systems that were working simultaneously, which resulted in informational silos and an insufficient feedback process. To combat this, Challenge Advisory helped the client to construct a centralised nurturing system, which consisted of a clear data scheme, as well as an automation process that allowed for consistent and unique engagement.

In order to successfully manipulate the buyer’s journey, Challenge Advisory helped to source and implement software that would provide a platform to help to capture, segment, nurture and report on incoming leads driven by marketing.

Outcomes:

The audience development team helped the client to achieve noticeable improvements across the company’s entire marketing operations.

The client saw improved monitoring of their social media channels, which allowed them to achieve a higher level of traffic to their website as well as a higher proportion of qualified leads. Challenge Advisory’s sourced software allowed for a faster marketing process overall, resulting in a faster time-to-market for landing pages and specialised automated e-mails. As well as this, Challenge Advisory helped the client’s marketing team to become more efficient, and are now better equipped for future success.