New Customer Acquisition in New Markets

Overview

Having established a leading market position providing business solutions and services to the finance, banking and insurance sectors, our client wanted to develop a new customer acquisition strategy to attract new customers by promoting their existing offerings in new markets – markets which required a different communications approach to the sectors with which they were already familiar.

Client Need

The company held a high profile within its existing industry sectors, but was not perceived as a provider of business solutions for the new markets it wished to enter – albeit it held a market leading position as a provider of consumer services.

To succeed in its objectives, our client needed to demonstrate that it understood the business issues customers faced in these new markets in order to be perceived as a credible provider of business solutions.

Our client had put in place a new, young team who were keen to harness the power of digital communications techniques as a means to position the company’s offerings in new markets and attract new customers but were unsure as to how to go about it.

Aware of Declare’s considerable experience in digital communications and integrated marketing, we were asked to devise an integrated marketing approach that would not only meet our client’s needs but also act as the blueprint for future digital marketing campaigns.

Declare’s Role

Declare introduced the marketing team to the concept of ROI-driven inbound marketing; using online techniques to attract prospects through a combination of high value, relevant content coupled with analytical SEO techniques as well as lead nurturing, qualification and management.

Declare recommended developing content that was centred around business issues rather than product features and capabilities and to issue this on a ‘drip feed’ basis gaining increased engagement from prospects as they moved through the inbound marketing process.

Facilitating close alignment between the marketing and sales teams enabled well qualified prospects to move swiftly through the buying process.

Specific Focus Areas
  • Development of value propositions for key verticals
  • Education on inbound vs outbound marketing process
  • Campaign development and marketing operations process
  • Sales and marketing process alignment
  • Budget, resources and ROI analysis
  • Concept, creative and development of content and materials
  • Establish social media communication channels including SEO strategy
  • Lead nurturing, qualification and management process aligned to customer buying process
Client Benefits

The benefits are best stated directly by our client.

Declare not only delivered the most successful lead-generative marketing campaign the Business Unit has ever conducted, their work  laid the foundations for ongoing measurement and analysis to inform future projects.  This gave us a fantastic value-add and enabled the entire team to benefit from Declare’s structured approach and expert knowledge.

Client Profile

Marketing leading provider of business solutions and services

Business Needs

Attract new customers by promoting existing offerings in new markets

Outcome

  • Established blueprint for inbound marketing
  • Increased response & conversion rates by 80%
  • Adoption of integrated marketing approach led to increase in marketing ROI

Work Areas

  • Development of value propositions for key verticals
  • Education on inbound vs outbound marketing process
  • Campaign development and marketing operations process
  • Sales and marketing process alignment
  • Budget, resources and ROI analysis
  • Concept, creative and development of content and materials
  • Establish social media communication channels including SEO strategy
  • Lead nurturing, qualification and management process aligned to customer buying process
We are proud to include the world’s leading technology vendors in our client portfolio. Feel free to contact us to discuss our work in more detail or to determine how we may be of help to you and your company.
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