Manufacturer Needed New Customers and Install Base
Business Challenge
This manufacturer of small appliances was seeking to boost top-line revenue through a mix of new customers and their existing install base. Despite having fiercely loyal customers they faced the challenge of knowing very little about them. Knowing this and seeing continuous low results the company leaders believed their growth had plateaued so they reached out to BDO Digital's Demand Generation advisors with the request to overhaul their demand engine.
Key Initiatives
- Assessment of existing channel and content strategy to identify engagement gaps
- Design of content and lead acquisition framework for ongoing campaign structure to reach targeted account prospects and existing customer VIPs
- Executed customer campaign tracking and updated marketing mix (added intent data in a Phase 2)
Quantitative Results
The results were impressive across the board with a 20% growth in top-of-funnel engagement, coupled with a doubling of conversion rates, led to a substantial $5.75 million increase in generated revenue. Additionally, the cost per lead (CPL) was significantly reduced by 55%. Furthermore, a strategic blend of automated and sales-driven campaigns successfully reengaged one in five dormant accounts, showcasing the effectiveness in their new approach.
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