Weedingtech had a fragmented team working across their digital channels. They were doing lots of activity, with some good top level outcomes such as impressions and clicks.
All the metrics were in the green, but pipeline volume and quality were flatlined. They had been stuck at the same sort of lead volume the last 4 years, up and down 10% each year depending on demand.
SQLs were not moving upwards as expected. The brief was simple - can you help us drive better effectiveness and reliability of our enquiry generation so we can grow with confidence?
We took Weedingtech back to the start of our framework, from insight -> strategy -> execution.
We stripped back the strategy and analysed. It turned out the channel mix was pretty good, but the quality of execution was low, so it wasn’t resonating with the target audience.
This lack of understanding of the audiences and personas meant that when it came to everyday tasks (copy, keyword selection, ad content, email copy) the execution was not ICP aligned and therefore not having the impact on the bottom line.
We took Weedingtech through our framework. In insight we segmented their audiences by vertical and persona, in strategy we aligned messaging to the audiences. And then this cascaded down into quality of execution. We devised a strategy and worked on new assets, content and campaigns across paid, search, direct, ABM, CRO and UX, social, on and off-site content.
Within 12 months monthly enquiries have grown by a consistent 26% without increasing investment compared to their previous marketing efforts. Crucially the quality was better too, with an SQL acceptance rate of over 30% higher. So the reality in terms of SQL leads was a 64% increase in SQL leads as compared to the previous 4 year average. Further to this is brand perception - with great feedback from board members, partners and internal stakeholders.
Focusing on the ICP, personas and messaging per vertical meant that the outcomes for each channel were higher, despite similar budgets. This, combined with outbound marketing and ABM, which also was only as effective as it was because of the clarity from the insights stage of the alumi framework.
"12 months ago, we seemed to be getting good traffic but not the business outcomes we wanted. Alumi have been a breath of fresh air. Our marketing feels much more aligned to the right audiences, and the quality of the work they produce has been a game changer.
They come to our weekly calls with strategic advice as well as tactical suggestions, as well as often bringing new ideas into the mix. This is leading to increases in SQLs and sales accepted leads, filling our pipeline with the right kinds of companies which enables us to grow.As well as the results, alumi are a pleasure to work with and there is transparency, openness and a constant clarity of direction."
