The functions, support system, and UI were the three factors implemented BowNow| CAPA, INC
CAPA,Inc.
We have received two consultations through the newsletter, and are gradually cultivating hot leads over the medium to long term.
Business Activities
Our main business is the contract development of CAD applications and design department applications mainly for the manufacturing and construction industries. We offer flexible development services to meet the needs of our customers, from consulting on the introduction of BIM and CIM to software customization, as well as XR/AI/IoT/Web/smartphone application development.
【Challenges before implementation】
| Challenges |
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We were already using another company's MA tool, and although we were sending out mail magazines once a month, we were not able to effectively nurture leads using the MA tool.
Due to the nature of our services, it is difficult to make deals in a short period of time, so we need to nurture our customers over the medium to long term. For this reason, we wanted to upgrade to an MA tool that would allow us to conduct effective target marketing and track the status of lead nurturing as numerical values.
【Why BowNow?】
| Reasons for Selection |
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We selected this product based on three points: functions, support system, and UI.
In terms of functions, we liked the fact that we can charge for the functions we need from the free plan, so we can consider how to use it according to our marketing situation. Another reason for our selection was the fact that we can use the system at the cost of the functions we need. As for the support system, a person in charge was assigned to us for the first few months after the introduction of the system, and even after that, the support system was in place, so we could consult with him immediately when we had any questions or concerns about how to use the system.
The UI also makes it very easy to see the results and how many people have opened the mail magazines, which leads to CV.
【Measures】
| Measures |
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We take a medium- to long-term approach to leads acquired at exhibitions and send out 5-step e-mails to those who download white papers.
In addition, we have registered hot leads that could become our customers, and we are working internally to create a smooth flow from inquiry to order by collaborating with the sales department. In the future, we would like to use BowNow to approach customers who have lost orders.
【Results of using BowNow and the changes in the company】
The open rate for email newsletters sent out to about 1,000 leads is about 20%, and for email newsletters sent out to leads acquired after exhibitions, the open rate is about 60%. As we have received about two consultations from these email newsletters, we feel that we are gradually cultivating hot leads over the medium to long term.
We are now in the process of setting up an internal system to analyze the results of BowNow's mail magazine distribution and implement the PDCA cycle. In addition, by investigating and analyzing the access logs of hot leads, we are able to understand which of our owned media and LPs are viewed most frequently, and formulate guidelines for strengthening marketing.
【Customer Voice】
I think there are various MA tools out there, but I feel that BowNow has a very good UI.
Although there are many issues in terms of functionality in use, I would recommend it to anyone who is considering introducing an MA tool.
Thank you very much!
