Staples

Meer leads met Marketing Automation

Platformen

  • Digital marketing
  • Marketing Automation

 

Rol

Digital strategy, Marketing Automation

Oplossing

More leads thanks to Marketing Automation, campaigns, content, A/B testing and lead scoring for Staples.

Het bedrijf voor kantoorartikelen en loyale klant van Youwe, Staples Business Advantage is geïnteresseerd in Marketing Automation en heeft Youwe gevraagd een pilot te starten voor het Nederlandse kantoor. 

Waarschijnlijk ken je de Staples winkels al. Wat je wellicht nog niet wist is dat Staples de wereld's grootste kantoorartikelen bezorgdienst is, met het twintigtal personeels kantoor en als Fortune 500 bedrijf bedienen zij iedereen wereldwijd. Van de B2B kant van het bedrijf, werkt Staples Business Advantage® met bedrijven van 20 of meer werknemers om zo het ontwikkelen van op maat gemaakte programma's met speciale prijzen, het toegewijde account management en een compleet assortiment van producten en services. 

Youwe is de digitale partner van Staples voor meer dan zeven jaar. Het van origine Amerikaanse bedrijf is actief in twintig markten wereldwijd en heeft klanten in dertig Europese landen, waardoor Staples de grootste is in haar categorie. Youwe heeft hiervoor de Europese website ontwikkeld voor Staples Business Advantage, maar Staples was ook geïnteresseerd in Marketing Automation en natuurlijk accepteerde Youwe de uitdaging. Wij zijn gestart met een pilot voor het Nederlandse kantoor van Staples voordat er een globale uitrol gerealiseerd kan worden. Dit omdat Staples wilde zien of Marketing Automation effectief was, en dat was het zeker. 

+475%

Hogere conversie percentage van de campagne

+50%

Meer leads dankzij A/B testen

De samenwerking tussen Staples en Youwe is erg prettig. Youwe begrijpt onze business, ze zijn erg proactief en een sterke business partner. 

Onze oplossing

Marketing Automation

Staples Business Advantage's communication was not focused enough on inspiring and communicating business solutions. As a result, marketing did not provide sufficient sales leads. To fix this Marketing Automation was chosen as a tool. With Marketing Automation Staples and Youwe no longer wanted to shout how good the product is, but they wanted to ensure that the potential customer sticks to it.

   

What matters is that you focus on the challenges and problems that a customer encounters in his daily work. The products, services, and solutions from Staples Business Advantage are then the right solutions to solve those challenges and problems.

We wanted to communicate more relevant. The right message at the right time to the right target group. To communicate in a more relevant way. And in addition, an optimal insight into the journey of both your existing customers and prospects is crucial.

Ellen Dieters, Head of Marketing Europe at Staples Business Advantage

Content

Youwe built a separate landing page with content, intended to simplify the work of an office manager, a facility manager or a buyer. A site with inspiring articles about the transition to a sustainable procurement process and the four most frequently heard reasons for switching supplies supplier. With practical videos about the importance of hygiene on the matter. And with a lead generator a whitepaper about the right organization of the purchasing process. The most important thing was that nowhere was a Staples Business Advantage product promoted. Deliberately. Inspiring was paramount, we wanted to know who clicks on an article, views a video or downloads a whitepaper. Those persons were within sight and that was the result we were after.

Lead scoring 

With the help of Marketing Automation, we enrich the customer profile and learn more. The next step is lead scoring: which customers are ready to contact? And with which customers do we have to wait, because they are still in the orientation phase? The lead scoring is also 'computer generated'. Every action from a prospect earns points. If the number of points is high enough, a prospect promotes Marketing Qualified Lead. Via IP tracking the identity of the majority of the prospects can be identified. A few manual checks are usually sufficient to find job titles and contact information. Online advertising and showing banners on LinkedIn have also been used to generate traffic to the Staples site. 

De resultaten

To realize this whole process there is a lot involved. From creating content, which was not yet available, to constantly testing to improve conversion: A/B testing with e-mail pages and call-to-action buttons, but also testing with colors, texts, and images. The results show that Marketing Automation is a success. "It was fantastic to see that the leads came in and sales were able to plan appointments with prospects on that basis. We have done several optimizations and have now found the right formula: this is the right look and feel, the right copy, the right tone of voice, the right medium", says Staples.

The results were:

  • Funnel with many qualitative leads in different phases of the funnel.
  • Staples now knows where the leads are in the funnel.
  • Conversion percentage of the campaign using different A/B tests has increased +475%.

Platformen

  • Digital marketing
  • Marketing Automation

 

Rol

Digital strategy, Marketing Automation

Oplossing

More leads thanks to Marketing Automation, campaigns, content, A/B testing and lead scoring for Staples.

Interested in optimizing your communication and getting more leads?

Nowadays it's crucial to communicate the right message at the right time to the right target group! Marketing Automation is the perfect tool to realize this challenge. Youwe's experts are ready to take on this challenge for your company. 

Cookies accepteren?

Youwe gebruikt cookies om u de beste online ervaring op onze website te geven. Wil meer weten? Bekijk onze Privacy voorwaarden

Cookie instellingen