The client came to us with a set goal of leads, MQLs (marketing qualified leads) and SQLs (sales qualified leads) that needed to be generated on a quarterly basis via paid and organic search. Beyond that, our client needed his sales team to spend less time chasing low-quality leads, so they could spend more time focusing on nurturing leads that could eventually turn into fruitful customers.
The solution to these client needs was twofold:
- Build out a Paid Media and Organic Media strategy that targeted their four ideal buyer personas.
- Rollout a new lead scoring framework in HubSpot to better filter out poor leads before they hit the sales team, and raise the high-quality leads to the top of priority list.
Paid & Organic Media Strategy
Our first step in this process was leveraging the four ideal buyer personas and beginning the setup phase. For paid media, we leveraged existing content to target ideal job titles in LinkedIn and Facebook, as well as running some bottom-of-the-funnel ads on paid search. With this strategy, paid social proved to be the ideal place to find the target consumer with top- and middle-of-the-funnel offers. Paid search proved to be a bit too expensive for the client, so we reallocated budget to social channels.
For organic search, we started with a technical clean-up of the site, as well as optimizing and building out sections of the site that would attract the ideal buyer personas. Momentum quickly gained on the organic side, and of the two mediums (paid and organic), organic proved to drive higher-quality leads at a lower cost.
Lead Scoring & HubSpot Optimization
The first step in this portion of the project was doing a thorough HubSpot audit and cleaning up the account. Secondly, we did an extensive content inventory to see what content we could leverage for workflows and lead nurturing. Then, we got to work building out workflows that supported our paid and organic media strategies. The focus was always on the buyer personas first and ensuring leads that were passed to the sales team were of good quality.
Finally, we implemented lead scoring to better automate the process of disqualifying bad leads without a human needing to touch them. If a lead wasn’t immediately disqualified, it would first be passed to the MQL stage, and a set amount of actions would push a lead to a point threshold that designated it as a true SQL and alerted the sales team.
By building out a paid and organic media strategy that focused on the client’s ideal buyer personas, we were able to exceed our traffic goals each month.
As mentioned, organic ended up being the channel that drove the higher-quality leads in comparison to paid media. Our tests proved that a substantial amount of spend was required to target users on social channels at such a granular level.
From a lead quality perspective, we were able to automatically disqualify 54% of the leads in Month 1, which saved the sales team from needing to chase these. As we got smarter over the course of the campaign, we were able to invest more in channels with higher-quality leads, as well as build a lead nurturing framework that nurtured leads into the MQL and SQL phases more readily. Overall, we took the amount of disqualified leads from 54% in Month 1 to 9% in Month 3.
BFO DOES IT DIFFERENTLY
“This was a client that came to us with a goal in mind and asked us how to get there. Since they had so much great information ready from the start (buyer persona definitions, ideal CPA, etc.), we were able to build a strategy that catered to their true needs and filled the funnel with traffic that would ultimately impact their bottom line. Their challenge of wanting to decrease the time the sales team spent on bad leads was a unique one, and we actually enjoyed reviewing the results with the Sales Director month to month as he shared how happy his team was to finally focus their efforts on leads that truly mattered.”