High Performance Overhead Door Manufacturer
Challenge
Though selling primarily through distributors their client has a strong digital presence and consistently creates inbound inquiries that become a source of leads for these distributors. They need to have a clearer understanding on the buyer’s experience and the path taken before individuals self-identified and requested more product information.
Approach
The initial phase of the project aimed to gain a deeper understanding of prospect behavior and identify areas for improvement in the lead management process. By analyzing a sampling of leads, we uncovered several key insights:
- Content Consumption: 50% of the leads who converted to opportunities had viewed specific types of content on the client’s website before submitting a quote request.
- Process Gaps: Leveling up the lead nurturing process will lead to improved conversion of leads.
Win more deals with these enhancements:
- Strategic Content Creation: Meet prospects where they are in the buyer’s journey and deliver content that drives conversions.
- Automated Lead Nurturing: Leverage both human insight and automation to nurture leads effectively.
Impact
With a clearer picture of the buyer’s experience and an understanding of the content that was effective to move a web visitor to engage the client was able to redesign their user experience to increase form submissions. This led to delivering higher quality leads to their distributors resulting in an increase in sales performance efforts.
“Your approach to this project aligned perfectly to our data-driven, customer-centric approach to continually improve and reach new levels of success. As we venture into a deeper understanding of customer behavior and optimizing lead nurturing, we are excited to partner with your firm and appreciate your focus on revenue-generating strategies.”
- Karen Whitfield