Promoting the use of BowNow at the start of a large exhibition A smooth start by acquiring an appointment from the exhibition lead｜Startia Co., Ltd.
Ms. Yuuki Sakurazawa, Corporate Division Marketing Section
Promoting the use of BowNow after a big exhibition
Getting off to a good start by getting an appointment from the exhibition lead
Startia Co., Ltd.
| Location | Shinjuku monolith 19th floor, 2-3-1 Nishishinjuku,Shinjuku-ku, Tokyo |
|---|---|
| # of employees | 22 people |
| Establishment | November.10.2017 |
| Capital | 90,000,000yen |
| Business Content | Cloud storage business, RPA-related business |
| URL | https://www.startiaraise.co.jp/ |
Focus on specific examples that gradually promote usage from the initial stage of implementation
Please introduce your company
Ms. Sakurazawa: We are engaged in two businesses: a cloud storage business that provides online storage called Secure SAMBA, and a business automation solution business that provides RPA and OCR.
Originally it was a division of Startia Co., Ltd., but it was spun off as a result of the establishment of the holdings system in April 2018. There are 6 sales representatives in charge of the business automation solution business and 5 representatives in charge of the cloud business.
【Challenges・Solutions・Results】
- I cannot grasp the number of inquiries for each lead such as inquiries from exhibitions and the Web
- I do not know the order rate from each lead
- I cannot understand the cost-effectiveness
- No one to do marketing
- Email marketing to the leads acquired at exhibition
- After email delivery, narrow down the conditions and approach by phone
- Get 40% or more appointments in 12 valid lists
【Selection Points】I do not know the number of orders from each lead or cost effectiveness
Please tell us about the issues before BowNow was introduced and what led you to the introduction.
Ms. Sakurazawa: I used to hold frequent exhibitions and seminars for a long time, but I could not understand the cost effectiveness of the measures, such as how many inquiries from which lead, and which lead rate is high. I was in
against this background, I felt the need to work on marketing in earnest, so I decided to introduce "BowNow" operated by a group company.
I started using it in December 2018, but at the beginning there was no person in charge of marketing, so I just filled in the tracking code and started measuring. In April 2019, I newly joined as a marketing manager and just started full-scale operation.
Ms. Sakurazawa, Startia Co., Ltd.
【Operation Structure】Getting off to a good start by acquiring appointments from exhibition business cards
How do you use BowNow in your company?
Ms. Sakurazawa: The marketing department I belong to is thinking about e-mail newsletters and analyzing the information obtained from BowNow. The corporate department (administration department) actually registers and distributes the text on BowNow.
In addition, the lead information registration work is automated by the RPA that we handle, and we divide the work that people have to do and the things that robots can do
What measures did you actually use BowNow for and what were the results?
Ms. Sakurazawa: There was a big exhibition in May, and we worked on measures based on the business card data we acquired there. Specifically, BowNow sent a thank-you email to the list of about 2,000 business cards exchanged at the exhibition. Next, we narrowed down the number of people who performed a specific action to the thank-you email, and approached it by phone.
The condition is "a customer who accessed the site from an email and viewed 4 PV or more within a week after the email was delivered." At first, I tried to use 3PV as a condition, but if I look closely, 3PV will include those who have passed the unsubscribe form, so I chose 4PV.
As a result, there were about 12 leads that met this condition, but as a result of approaching this list from sales, the appo. rate was over 40%. This is, of course, due to the power of the sales tele-appointment, but the sales staff was pleased that "I was surprised at how many appointments I got." I feel that the good results of the first measures have made it easier to communicate with sales, which has helped me to positively tackle future marketing measures.
【Future Outlook】I want to use the ABM template to give leads with high needs to sales
How do you plan to use BowNow and marketing measures in the future?
Ms. Sakurazawa: Since the company has a small number of people and sales resources are limited, the Marketing Department would like to pass only customers with high needs for consideration. To do this, we have to utilize the ABM templates that BowNow also has. However, there is still too little information to narrow down the conditions for the ABM template, so first of all, we are moving to the theme of structuring in order to visualize which leads have higher appo. ratios, transaction rates, and order rates. First of all, we have just begun to distribute the voices of customers we interviewed and case studies from this month in the form of a newsletter. In addition, seminars that are held three or more times a month are attended by 40 to 50 customers each time. I am sending the email delivery to the customers who participated in the seminar through BowNow, but since it is still being sent, I would like to analyze and follow customers.
【Customer's Voice】The achievements at the big exhibition provided the impetus for promoting usage.
Ms. Sakurazawa: There are many things to do, including the use of BowNow and marketing measures. The good use of the leads at large exhibitions has resulted in a move to promote use within the company.
In addition, the movement of BowNow may be delayed if there is a lot of lead information to register, so if it can be improved, it will be easier to use.
Thank you！
