Case Study: B2B Omnichannel Behavioural Campaigns for Consumer Goods Industry

Read about how B2B Omnichannel Behavioural Campaigns help consumer goods industry optimise their marketing efforts and maximise ROI.
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Published April 7, 2021
Last updated November 18, 2021

The Client

Our client – a global consumer goods and food supplier company serving B2B professionals – wanted to increase awareness, drive demand and optimise lead generation efforts to nurture existing customer relationships and access new markets and territories.

The Challenge

Due to the industry changes, such as increased competition, reduction of margins, and market slowdown, our client’s primary goal was to acquire new leads more cost-effectively. They struggled to find the optimal way to increase brand awareness and nurture customer relationships with professional food distributors, commercial kitchens, and restaurants worldwide.

Their previous marketing approach included using specialised print advertisement to increase brand awareness, cold calls for lead generation and leveraging sponsored content on industry-specific blogs to drive demand.

This approach, while sometimes yielding results, was quite limited and quickly becoming outmoded.

External challenges:

  • Increasing competition
  • Market slowdown
  • Profit margins’ reduction

Internal challenges:

  • Segmented data
  • High lead acquisition cost
  • No consistent lead nurturing practice
  • Lead scoring wasn’t considered across all lead types
  • Lead experience inconsistent across touchpoints
  • Almost non-existent sales and marketing alignment

The Solution

Our expert team devised a multi-level solution that addressed all of our client’s current challenges and optimised their marketing approach for the future.

The Review Stage

We first executed a comprehensive review of marketing, sales and customer success processes to understand the company dynamics from the inside out.

From there, we created two focus categories for our campaign execution efforts:

  • Small business
  • Medium and large business

Each of the categories went through a three-stage process of marketing optimisation.

The Pre-campaign Stage

The first stage was a Pre-campaign, created to frame the prospects’ minds. Here, we focused on generating demand to maximise campaigns’ efficiency.

The Pre-campaign consisted of 3 steps:

1. Pre-framing

Pre-framing’s main objective was to influence the prospect’s perception and accurately position our client’s products. We designed an approach that helps prospects assign a favourable label to the products we marketed.

2. Indoctrination

The Indoctrination step aimed to create a bond with prospects by placing specifically designed and value-heavy content materials.

3. Conversion

The Conversion step consisted of preparing the prospects’ transition from awareness to consideration, or more precisely — guiding them towards lead generation campaigns.

The Campaign Stage

We deployed Omnichannel Lead Generation campaigns, in which we combined:

  • LinkedIn to send relevant content to the prospect based on its previous intents or actions
  • YouTube and Facebook Ads for retargeting
  • Website to dynamically display personalised content based on the prospect’s actions on other channels
  • Chatbot to adapt the conversation based on the prospect activity
  • Webinars with a Call To Action to book an appointment with the sales team

Campaigns appeared in six languages across nine countries.

The Results

  • New lead outreach increased by 86%
  • Funnel leak reduced by 38%
  • Customer order renewal increased by 22%
  • Average sales cycle length reduced to 2 months 2 weeks vs the previous 5 month-long cycle
  • Deal value increase by 17%
 

Marketing tactics deployed

 

Account-based Marketing

We deployed account-based marketing for both medium and large businesses to engage stakeholders in various departments, including marketing, sales and operations.

Data-driven Advertising

We leveraged paid traffic on LinkedIn to directly engage the prospects with diverse sequences of sponsored content, including videos and posts. On the LinkedIn platform, we were engaging with prospects based on the nature of their interactions and intents, after which we retargeted through Google and Facebook.

Omnichannel Marketing

We engaged through new digital channels (LinkedIn, Facebook, Google) to advance our client’s outmoded advertising practice and revert traffic to the website. The website was optimised to service prospects with questions through a chatbot deployment and interaction-based content display.

Hyper-personalisation and Contextualisation

Our team worked closely with the client’s customer data team to maximise the amount of data attributes and variables to power highly contextualised campaigns. The data was stored in the in-hours customer data platform.

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