BowNow Helps Launch Marketing and Inside Sales! ｜ Keyword Marketing Inc.
Keyword Marketing Inc.
Takahiro Takizawa, Director Hiring / Marketing Department and COO
Tatsuya Hoshikawa, Head of Inside Sales
BowNow Helps Launch Marketing and Inside Sales!
Keyword Marketing Inc.
| Location |
7-2-1 Tsukiji, Chuo-ku, Tokyo THE TERRACE TSUKIJI 2 |
|---|---|
| Establishment | July.12.2004 |
| Business Activity |
Operational agency for operational advertising, research and education business for search engine marketing |
| URL | https://www.kwm.co.jp/ |
The operation system utilizing inside sales will be helpful!
Please introduce your company
Mr. Takizawa: Keyword Marketing Co., Ltd. provides a web advertising operation agency business and an in-house advertisement operation support / education business. Web advertising technology is evolving day by day, and users can now provide what they want to know at the timing they want to know. With the mission of "Advertising as a turning point for someone's life", we will provide truly valuable advertisements for users to create encounters with wonderful things and services that will become a turning point in life. I am aiming for that. BowNow is used in the operation agency business of Web advertising, and it is used to unify the contact point for lead information and grasp the behavior of customers.
【Challenges・Solution・Results】
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Planning to implement a MA tool during the launch period of the marketing department and inside sales department
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Tools for managing customer information were not in place
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Shift from outbound-centric to inbound sales
- Single point of contact for lead information in BowNow
- Inside sales approach based on access information
- Inside sales gets appointment and passes to field sales
- Obtained about 1,700 leads in half a year and is in operation
- Share information with your sales SFA account by linking with other tools
- The inside sales department started up smoothly
【Selection points】Determining the access information of the lead while keeping the cost down
Please tell us about the issues before BowNow was introduced.
Mr. Takizawa: We originally had many customers who introduced us, but in 2016 we launched an outbound-focused sales department. After that, as the outbound sales system was set up, we started full-scale operation of the marketing team and inside sales team from February 2019 in order to attract customers inbound
Why did you decide to implement BowNow?
Mr. Takizawa: At first, I was considering some tools, and I also read the article about BowNow that was published in LIG. I think that each company has the functions that MA tools require, but what we were expecting was not “automation” but integrating lead information, discovering hot leads, inside sales etc. It was to connect to the correspondence of. In that regard, BowNow's deciding factor is that it can automatically accumulate leads using form features, analyze lead access information, and start at a very low cost.
Mr. Takizawa: At first, I was considering some tools, and I also read the article about BowNow that was published in LIG. I think that each company has the functions that MA tools require, but what we were expecting was not “automation” but integrating lead information, discovering hot leads, inside sales etc. It was to connect to the correspondence of. In that regard, BowNow's deciding factor is that it can automatically accumulate leads using form features, analyze lead access information, and start at a very low cost.
Mr. Takizawa, Keyword Marketing Co., Ltd.
【Results】In Collaboration with inside sales, approach hot leads as priority
What's kind of marketing tactics you are doing with BowNow? And also how is the structure of operation?
Mr. Takizawa: First thing to do is to use BowNow's form function to replace all forms on the Web and embed tags to collect all lead information obtained from material downloads and advertisements in BowNow. That is. The first step in marketing was to centrally manage the lead information contact and find the hot lead among them. By consolidating information, I think that it was good that we were able to create a system that "Let's see BowNow first" without falling into the state of "I do not know what to do next" even if we collect only lead information.
Mr. Hoshikawa, Keyword Marketing Co., Ltd.
Mr. Hoshikawa: As the person in charge of inside sales, I extract hot leads from the lead information gathered at BowNow and approach them. The extraction condition is, for example, "People who downloaded the materials in the past and then revisited the site and looked at the price page". When making a call, BowNow access information is useful. For example, if you are a customer who is looking at SNS advertisement page, you can assume that "Google advertisement has already been done and you are considering SNS advertisement as the next means ...". I see. In this way, being able to make a hypothetical approach in advance will lead to easier charging and provide more meaningful information to the customer.
How do you feel about current situation?
Mr. Takizawa: I think BowNow is the reason why the inside sales department started up smoothly. I think that Mtame consultants also thoroughly explain the problems that are often encountered during the start-up period from how to use the tools, and avoid the clashes between sales and marketing that I often hear.
Hoshikawa: Currently, we are passing the appointments earned by inside sales to field sales, but we are not going to analyze the full-scale effects yet. Even so, I feel that there is a certain effect in being able to hand over highly accurate deals to field sales that have a sense of budget at the stage of inside sales.
【Future outlook】Considering to apply the knowledge for Enterprise companies and outbound.
Mr. Takizawa: Our company has the advantage of being able to provide high-quality operations even for difficult-to-use projects such as large-scale advertising management projects that exceed tens of millions of yen per month, especially advertising aimed at branding. We would like to approach our strengths even to companies with large budgets. Therefore, in the future, we will add the concept of corporate potential such as ABM (segment by company size) to the lead information obtained in the marketing department, and apply it to outbound approach even to customers who do not have concrete actions. I would like to do it.
【Customer's voice】The best MA tool for SMB with limited budget and resources
Mr. Takizawa: Although BowNow has the necessary and sufficient functions as a "first MA" at a low cost, I would like to recommend it to small and medium-sized enterprises who have a hard marketing budget. I also consider it an excellent form creation tool. Even if you think that "MA is still too early", it is recommended that you insert BowNow as a form tool alternative. By creating a clean form by default and accumulating lead information via that form as data, I think it is very convenient for unifying forms (contacts) on the Web.
Mr. Hoshikawa: If there is no action, we cannot follow customers as lead information, but I think that if anonymous leads can be taken, the range of proposals will expand further as inside sales. Also, if there is a place to exchange information between BowNow users, I would love to participate!
