Objectives & Challenges

After redesigning its website and running its first advertising campaigns with another agency, AQ Manager wanted to rapidly develop the generation of qualified leads for its sales force. They therefore called on Stratenet to help them develop a more comprehensive Growth strategy.

The main objectives of the new strategy were to

1. Improve website conversion
2. Increase visitor numbers
3. Improve brand image
4. Increase the number of leads and opportunities generated by online marketing
5. Improve marketing and sales alignment, so that the marketing budget could be invested in what really generates customers.

Solutions deployed

Stratenet supported AQ Manager in the creation of a strong and sustainable growth strategy.

After analyzing the technological environment, it became clear that they didn't have a Marketing/Sales CRM powerful enough to track all the necessary data and carry out all the digital and contact follow-up actions.

The approach adopted by our agency involves 4 stages:

1. Analysis of the existing web situation and establishment of a SMART objective,
2. Creation of a growth strategy to achieve the defined objective,
3. Implementation of HubSpot Marketing Hub CRM,
4. Annual marketing support including 4 3-month plans (divided into 2-week sprints).

Some actions that have been implemented over time:

• SEO review of website pages
• Implementation of a content/blogging strategy to support the website
• Targeted Google Ads campaigns on quality keywords (to target visitors as close as possible to the purchase)
• Creation of sector-specific brochures
• Brochure downloads via landing pages
• Qualification of prospects via personalized forms
• Highlighting means of conversion via intelligent pop-ups / cta's
• Creation of e-mail/newsletter sequences to drive brochure downloads towards sales contact
• Lead scoring to detect the hottest leads
• Automatic follow-up of less interesting prospects via e-mail
• ...

The benefits

AQ Manager is now a war machine for marketing and lead management, and a powerful tool for centralizing all customer data at every stage of the buying process.

Marketing & Sales teams have been able to automate low-value-added tasks and concentrate on actions that generate results. All the company's actions are now data-driven, enabling management to have a clear view of marketing and sales performance at all times, and to make informed decisions.

Marketing teams now manage multi-channel marketing operations autonomously from HubSpot software, and sales teams benefit from new means of prospecting and tracking the most promising sales opportunities based on Lead Scoring.

Information is now centralized, and visibility on team performance is improved. The creation of dashboards to monitor the impact of the various actions implemented.