In the 6 months since its introduction, we have acquired 100 new leads for national qualified judo reduction teachers! ｜Kensei, Inc.
Mr. Sato, New Business Development Office, Development Division
In the 6 months since its introduction
We have acquired 100 new leads for national qualified judo reduction teachers!
Kensei Co, Inc.
Service/Consulting
| Location | KENSEI-BLDG, 3-5-20 Miyamachi, Aoba-ku, Sendai, Miyagi |
|---|---|
| Establishment | June.11.1997 |
| Capital | 153 million yen |
| Business Content | Japan Judo Rehabilitation Association Management, Osteopathic and Nursing Care Management and Consulting, etc. |
| URL | http://www.kensei-group.jp/index.php |
Please introduce your company
Mr. Sato: Our company started from the establishment of the osteopathic clinic, and after developing multiple stores of the osteopathic clinic centered around Miyagi Prefecture, we manage and bill for the osteopathic clinic and nursing care facilities, as well as consulting, as well as highly managed medical equipment and health. We sell food and health goods.
I belong to the New Business Development Office of the Development Business Department and take charge of new business development, while also serving as a new customer development business from the website. Based on my experience in my previous job (advertising related work), I manage four websites as the only person in charge of web marketing within the company.
【Challenges・Solution・Results】Automate lead management and approach it in a timely manner!
| Usage tool | Knowus、BlueMonkey、BowNow |
|---|---|
| Created content | Owned Media articles, newsletter (HTML), various forms |
- Automate lead management that is done manually
- Unable to approach the lead in a timely manner
- Connect user behavior tracking with an effective sales approach
- Obtain new leads from the e-mail magazine registration form
- Lead nurturing by email and guidance to seminars
- Lead nurturing and guided to seminars through owned media articles
- Number of new leads acquired: 100 *Results of 6 months after introduction
- Succeeded in inviting seminars from e-mail magazines (leading to final contracts)
- 10,000 monthly users (owned media "Yawara Biz Journal")
* There are approximately 60,000 qualified judo reduction teachers.
【Selection Points】Automate lead management and approach it in a timely manner!
What were the challenges you had before introducing BowNow?
Mr. Sato: The method of lead management before the introduction of BowNow was to manually enter the date and time of the inquiry and the content of the inquiry into the customer management system of the web tool when there was an inquiry from the website. About 10 people in charge of sales besides me were able to freely log in and view the lead information that I entered, but there is a point that I can not use it effectively, such as a timely approach. It was a challenge. If the customer gets the wrong timing, the customer may leave semipermanently. I had an idea to avoid that.
Even for dormant customers, I was just in the state of doing business without any particular information.
Mr. Sato
Please tell us why you chose us.
Mr. Sato: For several years, we asked Startia Lab to create a new website (introduce CMS BlueMonkey) in order to focus on attracting customers on the website. At that time, after consulting on the previous issue, I got the suggestion that "There is a tool that understands which company is accessing which page at which time", and I thought that it might be possible to solve. When the story of "let's change the manual lead management to a tool that can be automated" came up inside the company, we started considering BowNow implementation.
I was very satisfied with the features and services of CMS that I had already introduced, so I had a high hope for BowNow, so I first introduced the free version and confirmed the usability. After using it for 3 to 4 months, I was able to feel the good operability, so I switched to the paid version.
【Operation Structure】Guide to seminars from various media and connect to this contract
BowNow Account Manager for Kensho: Kensho had data that about 30% of the leads who participated in the seminar will make this contract, so the seminar information will be exposed on various media including the website. We have established a strategy to guide you to.
Specifically, we will provide e-mail newsletters to guide the seminars to guide them, provide information for Judo reduction teachers on owned media (Knowus), and establish measures to improve SEO of the website and lead nurturing.
【Future Outlook】Want to segment leads, provide seminars and email nurturing according to each segment
Please tell us about your satisfaction, impressions, and future prospects of BowNow.
Mr. Sato: As I mentioned in the strategy part, in the case of our company, it is a big mission to have the seminar come first. Currently, there is only one type of seminar (opening seminar), so the immediate task is to develop the content according to each stage of the lead, such as the “Sales Up Seminar”. Once you have a variation on your seminar, you can segment your leads using BowNow and then email nurturing individually.
So far, we've just made available to BowNow for inquiries about seminars, which we previously only accepted on seminar-only websites. We have four websites in total, but we think that it would be even more convenient if we could consolidate all inquiries and e-mail newsletters into BowNow and manage them in a centralized manner.
Currently, we do not send follow-up emails to the seminar participants, but I hope that eventually we can also implement follow-up calls to those who responded to the follow-up emails.
Since the concept of digital marketing has not yet penetrated into our company, first of all, I established the flow of utilizing BowNow first, and then handed it over to the sales staff including the operation method, and finally the sales department. I would like to complete the BowNow operation.
【Customer's Voice】The biggest advantage is that you can track the behavior of leads and change the approach method
Please tell us how satisfied you are with BowNow and what you think.
Mr. Sato: The operability I felt in the free version did not change even after the introduction of this product, and I was very satisfied with the fact that the number of things I could do after the fee was paid increased. In particular, even if you don't have any special knowledge, such as creating an e-mail newsletter in HTML or creating a form for acquiring leads, you can operate with some intuition.
The e-mail newsletter is distributed about once a month. The open rate varied from time to time, sometimes exceeding 43% and sometimes around 14%. Overall, it feels better than I expected. Although the result is not so good for what I provided by expecting "Is this kind of information required?", it can be grasped with a real number, so it helps objective judgment. Even in the analysis of the website, I was intensively advertising in the peak season of the osteopathic clinic opening, but at that time the number of access to pages with the theme of "opening" has not increased particularly.
Our sales representatives have commented that it is good to be able to grasp the pages and actions that were being viewed before and after the lead request for the materials and inquiries. BowNow's great merit is that you can tailor your approach to suit your needs.
Thank you!
