Making Data-Informed Approaches with BowNow｜Lograph Inc.
| Company | Lograph Inc. |
|---|---|
| Location | 203 Jyuho Building, 1-23-22, Hyakunincho, Shinjuku-ku, Tokyo |
| Business Activity | Sales and development of the call tracking tool "Call Data Bank" |
| URL | https://lograph.co.jp/ |
Visualizing Customer Movement to Capture Purchase Behavior
Can you tell us about your company?
We develop and sell the call tracking tool "Call Data Bank." A call tracking tool is a tool that analyzes phone calls made by people who call from advertisements or inquiries. For example, if a customer clicks on an online ad and proceeds to make an inquiry from there, the moment you respond over the phone, you switch from online to offline and are generally unable to gather any more data. However, by using the Call Data Bank, you can create a system that can handle offline data from phone calls in the same way as online data.
【Challenges before implementation】We considered adopting marketing automation to acquire more leads
Why did you decide to adopt marketing automation?
Originally, we had been using separate tools for email distribution and IP analysis, but they were scattered all over the place and were quite difficult to use. We thought we could improve efficiency by using a single tool for both functions.
At the same time, we were also facing the issue of "lead generation" within the company. We wanted to nurture prospective customers and approach them with email newsletters so that we wouldn't lose the customers who accessed our website. For this reason, there was a lot of talk within the company about introducing an marketing automation tool to acquire new leads.
Around that time, I received an email just at the right time asking me if I would like to learn more about BowNow. That was what pushed me to really consider this tool.
【Selection Points】Usability and high cost performance were the deciding factors.
What was the deciding factor for you to use BowNow?
BowNow was very easy to use. This includes our call tracking tool, but the foreign-made tools were not more complicated and not designed with someone new to marketing automation in mind. With those tools, the interface would always be in English, and the way it is expressed is very foreign, so even the placement of the buttons is not clear and even remembering simple functions would be difficult. In that sense, it was very easy to read and use for Japanese people.
Then there is the price. I felt that the price was overwhelmingly good. I think as a tool it has high cost performance.
【Measures & Effects】Approach at the right time.
What kind of measures are you currently using BowNow for?
First, we updated our inquiry form with BowNow. Now we can visualize the inquiry results and manage them efficiently. What helped us the most was the email feature. I was able to set up a system where the acquired customers are directly input into a mailing list, and emails could then easily be sent in bulk, making lead nurturing easier.
To be honest, I hadn't been able to do this before. We used to use email marketing tools, but we didn't know where to send what. It was also too complex to manage. I had to import the data from there to here again, and it was very troublesome to manage them individually. Adding new customers who inquired through the form to the data was a tedious task. It was very good to be able to manage them all in one place, because if something was omitted, it would remain omitted.
What specific results have you seen since you began using marketing automation?
We are also tracking the movements of the leads that we approached in the past and failed to close a deal with. There was a client who reacted when I sent out a newsletter, and I took advantage of the timing to approach him. When I approached him, he said, "I've been considering it again." That's when I realized that this is the best way to use the product. It means that you don't miss out on the changes in the lead's behavior so you won't miss your timing to make a sale.
The timing of solution sales depends on the client's situation and environment, so it's a matter of force majeure, or something we can't really control, but I think we were able to implement a series of campaigns to ensure that we don't miss the moment when the probability of purchase suddenly spikes.
We also created a downloadable document. At the moment, it's just an overview of our company, but I think the number of downloads will change if we create a resource that can be downloaded at an earlier stage in the buying process, such as one about marketing that can be helpful to a wider audience.
【Future Outlook】Enhancing the accuracy of approaches to potential customers
What would you like to try in the future with BowNow and your marketing?
At the moment, we are still in the process of setting up the system and making it operational, so we would like to continue accumulating lead information and utilizing it to approach. Normally, we should share customer data company-wide and make a plan for things like how to advertise to this target group, but that is still the next step.
Recently, I've been thinking that we need to improve the accuracy of our approach to potential clients, since we are still just sending forms to clients whose IP address we've recognized but have no personal info aside from that. It would be a shame to miss out on customers who have come all the way to the pricing page, but have left the site without BowNow recognizing the IP address or the customer filling out a form. If we can at least get the IP address, we will be able to increase the number of leads, so we would like to take more measures in this area.
Next, I want to try organizing the industries and sectors and find out the demographics of the users who visit our site. I would like to create materials for the main industries visiting our site, put them on the resource download page, or just create an extra web page oriented to that industry in order to get more conversions.
In the distant future, we would like to link marketing automation tools with our call tracking tools. If we can send the phone numbers and inflow routes of users who call from the website or mail magazines to the marketing automation tool, we will be able to create more accurate marketing strategies.
【Customer Voice】Full and high quality onboarding
What do you expect from BowNow and Cloud Circus in the future, and what is your message to those who are considering implementing BowNow?
I think the most attractive point of BowNow is the onboarding process. Many of these tools are sold and that's it, but your company did a good job of onboarding us until we got used to what each button and function did. In fact, at this price, I was grateful that the person in charge was willing to teach me for an hour once a month. Even if a tool has a lot of functions, it's useless if you can't use it well or if it's not practical. I think it's a big advantage that they lecture your team on how to use them. I think this makes it a tool that is easy to use even for marketing automation beginners.
I also appreciated the long follow-up and the parallel support from the person in charge when it was first introduced. The functions are simple, so it wasn't hard to get used to, but as I was using marketing automation for the first time, there were times when I had trouble using it. That's why I really appreciated that they set small goals for us, such as "let's do this first," "let's do this next," and "this is a good idea," and worked with us to solve any problems that cropped up.
They gave us advice on what our company needed and how to do it according to our specific situation, so it was easy for us to visualize what would happen if each marketing campaign was successful. BowNow is a tool that I like very much. I would like to use it more to get even better results.
Thank you very much!
