Marketing Growth Project 🚀
Company
IBM
Year
2020
Location
Latin America
Timeline
9 months
Special project to improve the weekly MQL's generation. Our vision: create a digital foundation that supports every other piece of our online presence in order to boost every other element of the entire Digital marketing strategy.
The challenge
How to speed the lead generation without compromising the quality? And also ensuring a proper post-sales process?
The objective
Duplicate the weekly lead generation (MQL's) in less than one year by optimizing the different steps of the customer journey.
Our solution
> New media channels and formats not ever used before in the business unit.
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> Paid Media A/B testings considering different audiences, based on interests, market relevance, and keywords.
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> Web optimization strategies based on the content and focus in improve the UX, making changes in the web structure.
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> Make available to our clients different ways of contacting us, at the right time for their buyer journey (book a consultation, contact form, live chat, email, call, support).
Our hypothesis
If we focus our efforts on setting the basis of our digital journey and iterating weekly in order to optimize one small piece of each stage of the journey we can possibly identify opportunities faster and implement them the same way resulting in performing better results.
The results
> Average weekly lead generation passed from 2 to 7
> High quality workload passed from 63% to 83%.
> 109% increase in the generation of sales chats.
> 107% increase in completed forms.