This payment processing company needed a way to generate leads and nurture them into customers
This company provides an end-to-end payment processing platform for merchants to run and grow their business.
INDUSTRY
B2B Tech
Payment Processing
Platform
HubSpot
SERVICES
Websites
Lead Generation Campaigns
Lead Nurturing Campaigns
0%
Increase in website traffic.
0%
Average nurture email open rate.
0%
Customer conversion rate.
The Challenge
The payment processing company received a decent amount of traffic to their website, yet didn’t understand why those visitors didn’t translate to new leads or customers. The company’s website had a nice appearance, yet it didn’t have a consistent look and feel throughout the website.
They also produced several guides, infographics, case studies, videos, and other assets that educated their audience on the value of their company. Although they developed these assets with the intent of attracting and capturing new leads, this wasn’t proving to be doing so.
Money and time wasn’t an issue for the company, yet they struggled to see the ROI on their multiple marketing efforts and didn’t know what they were doing wrong.
The Goal
The payment processing company wanted to see better results overall. They knew that with their current marketing capabilities and limitations, they needed to work with someone that had the expertise and ability to identify their gaps and improve their marketing.
Because their company already had resources, technologies, and some strategies in place, they wanted someone who could come in and revamp what they already had, so they could start seeing traffic converting to new leads, and new leads converting to new customers.
The Solution
The payment processing decided to work with Campaign Creators to help them meet these goals. Campaign Creators began by designing an iterative Website that was conversion focused and easy to navigate for new visitors. This approach made it easier for the company to implement a new look immediately, and continuously improve it overtime. To ensure all assets and content looked consistent, a Web UI Kit was developed as a guide for the company to use if they wanted to build new website pages, guides, and other branded assets in the future.
A Lead Generation Strategy was then implemented with goal of attracting more qualified leads. This included strategically adding form and pop-ups throughout the website, providing branded assets in return of a visitor’s email address, and creating new “bottom of the funnel” landing pages to request a demo of their product. Once website visitors gave their contact information for one of the payment processing company’s premium assets, they were then automatically segmented into a certain lead nurturing funnel.
Campaign Creators implemented a Lead Nurturing Strategy, which included creating four separate lead nurturing funnels based on the company's different solutions. Each funnel was designed to nurture leads at every stage of the buyer’s journey by sending them personalized emails. For example, if the new lead downloaded a guide that provided information about a certain product, an email was automatically sent a couple days later offering another asset that educated them more about this product. Based on a leads activity, lead nurturing campaigns were set up and automated to send certain offers that would move them down their buyer’s journey.
Lastly, these campaigns were all developed and set up in HubSpot to collect all lead and customer activity from the website or from emails. Using HubSpot’s automation tools, Campaign Creators was able to automate many of their marketing activities, including segmenting leads, enrolling new leads into lead nurturing funnels, and sending the right offers or emails at the right time.
The Results
After only 7 months, the company started seeing positive results, including increased conversion rates at every stage of their sales process.
Following their lead generation and nurturing efforts, the payment processing company saw 30% increase in website traffic and an average Top of the Funnel conversion rate of 28%. It didn't stop there, either. Once leads met the company's Bottom of the Funnel offer, an average of 10% converted into sales.
Their lead nurturing and email marketing efforts proved effective as well as seen from their average nurture email click-through rate of 14% and average nurture email open rate of 40%.
