Challenge
Project background
Expereo delivers secure, global network connectivity to enterprise and government sites in over 190 countries. With significant growth plans, Expereo needed a demand generation strategy that would increase customer and prospect engagement, as well as track and report on lead or demand generation, and attribute leads to marketing activity with accuracy.
Though Expereo had deployed some elements of the marketing technology stack, it was still a puzzle waiting to be pieced together, and this would require a comprehensive restructuring to enhance its efficiency and effectiveness.
Program objectives:
Optimize the marketing technology stack to deliver on lead generation program
Arm sales teams with information required to follow up on leads in timely manner
Approach
What we did
Essentially, Expereo’s demand funnel was operationalized to ensure that leads generated would be handled in an efficient and timely manner, with salespeople being provided with full, contextual information pertaining to the journey of the lead to date.
In addition, the definition of an MQL was aligned to the target customer profile and subsequent lead scoring system improvements were made. This meant that only leads that were truly defined as relevant would be handed to Sales, based on behavioral and demographic thresholds that were established in HubSpot.
On the website, the customer and prospect journey was assessed, a full SEO audit carried out, and speed tests and hosting were audited.
Finally, reporting recommendations were made to ensure the system was enabling the marketing team to report on the impact of its activity at board level.
Results
How it went
All of this activity collectively helped rebuild the lead-to-opportunity process.
From a website perspective, there is an improved user experience, an integrated nurture engine and work is beginning on a personalized content experience which can be carried beyond the website further along the customer journey.
"We went from a blank sheet of paper 2 years ago to a fully firing demand engine, connecting our acquisition efforts to our martech and everything in between"
Marc Brunel-Walker
Director of Global Demand Generation, Expereo