TheBizGen Bot in Action Case Study 1: Manufacturing Industry
In today’s age, digital identity plays a vital role in interacting with the primary and sub-primary target group.
One such channel is LinkedIn, which has become a social status for the working class community. Be it B2B or B2C, bringing relevance to reach the target group is critical and LinkedIn puts high quality data at fingertips. Once the acquisition is automated the communication can be streamlined to improve the quality using Drip marketing.
The company approached Thebizgen team to propose a solution that will help them reach the target group. TG includes Purchase managers, Architects, Engineers, Construction contractors, Structural Engineers, Purchase managers of PMC companies, Consultants, OEM contractors, etc.,
USD $250M Manufacturing company supplying OEM components to the retail outlets, also has industrial segment customers as their products with a huge scope in various industrial products and construction space. They are unable to effectively reach the industrial TG.
What we did
Using the TheBizGen, the team trained the bots to identify the right target group of customers.
Once the workflow is set and the hygiene check is complete, the bots started producing results using automated lead generation process. The identified leads are tagged under specific buckets and TheBizGen team pulled the leads to the Social CRM. The team installed the social CRM with lead scoring system to mature the prospects before passing on to the sales team.
The bot was able to strike up conversations with prospects, personalize the conversation and interact with them without any time delay.
A stage gate process was adopted and at every stage & important KPI metrics were defined to evaluate before proceeding with the next plan of action. Some of the KPI’s include: lead pipeline count, % of leads nurtured, % of leads matured, cost per reach, cost per conversation, etc.,
Although the team generated the leads from 15 days of implementation, the entire process took about 2 months to stabilize.
Once the stability is brought in, the same procedure was used for multiple buyer persona as parallel streams and resulting in multiplication of quality leads as the company’s sales team optimally interacted only with the responsive prospects.
The company increased the number of connections(warm leads), build a solid list and improved the conversations with the target group of customer through this simple outreach strategy with a mix of human and a bot.
Our team helped the company interact with over 8000 prospects in 6 months and generated 752 responsive (warm) leads, which is a jump of 259% from the organization’s lead pipeline.
These results underline the value that growth hacking brings when combined with a smarter approach to marketing. This approach helped the company to scale up very rapidly and communicate more effectively with this target audience. It frees up the sales resource time to focus on building quality relationships and delivering valuable content.