Getting out-of-this-world returns with lead generation
History has taught us that marketing efforts don’t always go to plan. Desired results are not always achieved - largely due to generic campaigns directed at unsuited audiences. In the past this has been accepted as a part of the process, and rightly so - we have not had the appropriate resources to facilitate the best outcome possible. However, times have changed, and there is now little excuse for marketing campaigns to miss their mark.
Marketing upscaled
In today’s world, where most processes are digitised in one way or another, we have an unprecedented level of exposure to data. We can make informed, evidence-led decisions, based on easily-accessible insights into customer habits and behaviours, enabled through developments in marketing technology (martech). The marketing process of today utilises a more scientific approach, and as a whole is a more sophisticated practice, even allowing you to test different strategies in real-time to assess the value of different campaigns.
Enterprises are beginning to see the value of automating basic marketing and customer service responsibilities. They can help mitigate the pressure that these departments face, allow employees to focus their expertise on more important tasks, and improve the overall customer experience dramatically.
Martech is meant to support, not limit business operations
Arora Project, an equity crowdfunding platform, recently implemented martech to enhance their marketing processes. The platform's success places a heavy reliance on generating lots of leads, outside of typical venture capitalists and banks.
Prior to this, Arora Project used Google Ads as their go-to marketing tool. This is a popular choice for new businesses as it allows targeted advertising, measurement capabilities, and controlled cost system allowing you to spend as much money as you would like. However, Arora Project found the platform to be an expensive tool that generated an incredibly high cost per lead. Furthemore, the team found that they were working extremely hard to find even a small conversion rate using Google Ads.
A change for Arora Project
Arora Project looked for a new martech solution and integrated Landbot’s powerful and flexible low-code/ no-code chatbot builder. Landbot had a similar vision to Arora Project’s integration of Google Ads - to help businesses increase their equity through lead generation.
The most impactful benefit of the transition to Landbot was the ability to trial and test different marketing campaigns. Through real-time data insights and automation, Arora Project was able to proactively A/B test their marketing efforts. Turning all stakeholders into virtual focus groups, Arora Project continuously tested and assessed the effectiveness of different campaigns in the eyes of their target audience. Landing pages and headlines were continually tested, allowing Arora Project to assess which strategies were resonating best and where their efforts could be better placed.
Clear cut results
After shifting to a martech platform that suited Arora Project’s needs, the team was able to increase leads by 40%. This cut the high cost per lead that Google Ads generated by 30%. This incredible increase in results greatly improved the efficacy of their business operations.
Technology has given marketers access to a wealth of customer insights - something that marketers of the past could only have dreamed of having. We now have more insight into customer’s behaviours and habits, and it is up to marketers to use the technology available to capitalise on this wealth of data.
More companies will follow in the same footsteps as Arora Project as they cannot afford to risk falling behind. It is now vital for businesses to grow with innovation and not be left in the past.
