Overview:

• Thanks to Challenge Advisory’s audience development strategy, the client had their audience development revolutionised, showing significant progress in just three months.

Challenge:

A European finance firm had a problem with their lead generation. They had a number of marketing tools at their organisation, but were having problems integrating them, and as a result, were experiencing unsatisfactory lead generation. They approached Challenge Advisory for help improving their lead generation strategy, as well as the overall efficiency of their marketing.

The Revelation:

Challenge Advisory’s audience development team set out to understand the client’s current position in order to provide the most effective solution. To do this, they conducted a complete analysis of the marketing strategy, and from this analysis, created a detailed strategy that would enable the client to get the most out of their resources.

To address their lead generation issues, Challenge Advisory collaborated with the client to create a host of content that was designed to improve customer engagement, including e-books, free courses, webinars and white-papers. Secondly, Challenge Advisory constructed a method to help the client make the most of their customer engagement. This involved the setup of landing pages, which enabled them to further drive clicks and downloads on their website, as well as to gain a better understanding of lead quality.

This lead scoring technique allows for a better rate of conversion, as well as improved resource allocation when it came to collecting, researching and pitching leads.

Next, Challenge Advisory helped the client to set up a process for consistent lead generation: a lead-generating “machine”. This “machine” consisted of forms, e-mails, and automated software in order to keep customer engagement at a consistent and satisfactory level. During the client service, Challenge Advisory found the client’s CRM software to be overcomplicated and outdated. To combat this, Challenge Advisory scouted a number of more suitable CRM softwares, and presented a short-list to the client.

Outcomes:

Thanks to Challenge Advisory’s audience development strategy, the client had their audience development revolutionised, showing significant progress in just three months. In terms of web traffic, the client went from two thousand to five thousand to twelve thousand over the three months. Their organic conversion improved, and now sits at 8%. Finally, the client also dramatically improved their leads to around 600 per month.