Increase the appointment setting rate from 6.3% to 11.9% by extracting the target list with BowNow｜ LIG Co., Ltd.
LIG Account Planner / Marketing Team Manager Hashimoto (center), Marketing Team Saito (right), Mtame Co., Ltd. MA Consulting Manager Hongo
Increased appointment setting rate 5.6% after implementation!
Closed the opportunities thru leads nurting flow
Make a difference by collaboration between marketing and sales
LIG Co., Ltd.
Website production, Media operation, Content production
| Location | 1st floor, LIG Building, 2-20-11 Kojima, Taito-ku, Tokyo |
|---|---|
| Number of employees | 230 people |
| Establishment | June.2007 |
| Capital | 10,000,000yen |
| Business Content | Website production / Media operation / Content production / Shared office / Regional revitalization / Education / Food and drink / Art |
| URL | https://liginc.co.jp/ |
Paying attention to the fact that we have devised ways of using it to suit our company and are achieving various results!
Please introduce your company
Mr. Hashimoto: Our company was founded in 2007 as a web production company, and since then, as a pioneer of owned media, we have been focusing on running our own blog. LIG blog is now growing into a media with 5 million PV monthly.
LIG's philosophy is "Life is Good"
If it is an exciting business, we have a culture of taking on challenges in unknown fields, and now we are developing eight businesses, including education and regional revitalization. Our strength is that we are a creative agency that can produce all of our Web digital content in-house. Among them, I am also the marketing manager of the sales department, and Saito is in charge of marketing.
【Challenges・Solution・Results】Reduce the number of man-hours and scrutinize and approach hot leads.
Reduce the man-hours and scrutinize and approach hot leads
- Sales have no and/or a small list to call
- Difficult to determine the level of leads
- Limited marketing resources
- Extract high qualified leads only (i.e. visited specific page, submitted contact form, etc.) and handed them over to sales for them to make a follow-up call
- Send a seminar guide email to the accumulated leads.
- Incorporate contact us form within the annoucement and campaigns with utilzing BowNow form creation feature
Results
- Increased the appointment setting rate from 6.3% to 11.9% by extracting the target list with BowNow
- 3 months after implemented BowNow, a new target, which normally do not to approach were added to the call list and closed the opportunity
- Seminar invitation emails were sent to about 500 leads and 7 people signed up for the event from the email
- Increased CVR (conversion rate) from 0.28% to 0.48% (0.20% increase) by incorporating the form in the article.
【Selection points】Reasonable and easy to understand! East to start is the decisive factor for BowNow implementation
What were the challenges you had before introducing BowNow?
Mr. Hashimoto: Push-type tele-apo was the main means of acquiring new customers for our products. In the past, each salesperson had to scrutinize the list themselves, which took an hour to create 10 high-quality lists, making list creation a lot of work. There was also a big difference in the appointment rate depending on the person. Since the customer's judgment was also dependent on individual feeling, the appointment rate was 12% for top class people and 3% for low people. The challenge was how to fill this gap. The marketing department also had few leads to offer to sales, and had to increase the lead population. However, the marketing department has limited resources, so even if you want to try various measures, it will not be practical. Therefore, we needed a lead management tool that was easy to understand and that could be used without much effort.
LIG Hashimoto
Please tell us why you chose BowNow.
Mr. Saito: Our company puts a great deal of effort into the operation of owned media, so honestly we did not spend much budget on other measures to obtain inquiries. However, we faced a phase in which we had to increase the number of inquiries from other channels as the company grew. I encountered "BowNow" while trying and trying to start with something with limited resources. The decisive factor for the introduction is definitely "reasonableness" and "easy-to-understand" operation.
【Operation Structure】Received purchase order from the hot lead identified by BowNow！
LIG Co., Ltd. Saito
Hashimoto: We use BowNow in three main ways. One is a measure for sales to call the hot leads extracted by BowNow. Companies that visit important pages such as the results page are extracted, and sales are calling based on the list. For sales people, it is much easier to make a phone call just by knowing the company name.
Person in charge of our company: The extraction method of "people who visited the results page" is easy to understand. In general, MA tools of other companies often use a "score addition method" in which the history of visiting various pages is added as a score. On the other hand, BowNow is characterized by the ability to set extraction conditions for each page, such as who accessed a particular page.
Mr. Hashimoto: I think that is another good point of BowNow. When I give a lead to the sales staff, even if I say, "This lead is a hot lead because it has a score of ○," I honestly don't get a pin. The total number of pages on our website is over 8,000, but the number of important pages for BtoB sales is actually about four. If there is an easy-to-understand standard, that is, a customer who has passed through the "results page" that is important for the customer under consideration (= a customer who is one step before the inquiry), the sales priority will increase. It's also nice to have a chance to talk, such as "Thank you for seeing the achievements."
Mr. Saito: In addition, I am using BowNow's email function to send seminar guide emails to accumulated leads. I've only just begun, but once I was able to send a seminar invitation email to about 500 leads and win 7 bookings. The dormant past lead, which had been acquired by downloading a white paper before, led to the seminar. It's little by little, but I feel that the leads have been dug up.
Another feature that is particularly well received within the company is the ability to put an input form in an article. By eliminating the user's effort to the maximum extent, it is possible to prevent leaving before CV and improve CVR. Customer leads via BowNow's input form are accumulated as data, so we are actively using them.
【Future outlook】Implementing measures based on prioritization, which allows sales to concentrate their core task
Please tell us your future outlook on how to use BowNow and marketing measures in general.
Mr. Hashimoto: First of all, I would like to further strengthen the conversion flow lines from users whose needs are becoming apparent. After that, I would like to enhance our white papers and seminar measures, and focus on developing potential customers. There are a lot of policies we want to work on, but we would like to create a system that allows sales and marketing to concentrate on where they should concentrate their power, while making full use of tools such as "BowNow" to streamline operation
【Customer's voice】BowNow is the best solution for SMB to start Marketing Automation
Mr. Hashimoto: Marketing is not a magic wand that can be improved with just one measure. In that respect, I was very pleased that the introduction of BowNow had multiple ripple effects, such as “increased sales efficiency”, “increased appointment rate” and “increased CVR”.
Mr. Saito: The feature that I heard before the introduction of BowNow, "beginning at a low price and easy to understand," was convincing when I used it. It's a great tool for companies that want to start from where they can, even though we can't incur large costs and resources from the beginning, just like we do!
Thank you very much!
You can also see LIG's efforts on their blog!
【営業必見】MAツール「BowNow」で自社に興味を持っている激アツリストをゲット！狙い撃ちしたのでアポ率が5.6%上がりました
