For most professional service companies, including our client Affiliated Resource Group, lead-generation is becoming critical to business growth. Affiliated is an Ohio-based IT company specializing in Microsoft Dynamics CRM implementations and customization has been a SimplifiedSolutions client since 2010. They also offer Managed IT Services for mid-sized companies which is a very competitive space. While there are many smart strategies for capturing and nurturing leads, including the efforts of their own sales teams use of CRM, they needed to go beyond the typical tactics to find new ways to hook new customers.
Working with our client and mining their expertise, Simplified has developed a series successful lead-generation campaigns consisting of intelligent and useful thought-leadership content in the form of blogs and e-book offers covering several practice areas. This gated content is promoted is then promoted through multiple online channels, such as; targeted email blasts, Google Adwords Retargeting, and LinkedIn posts and sponsored advertising campaigns. All links lead back to the content-specific landing pages where potential leads can enter their email to receive the offer. Once a lead is captured, a series of nurture emails are triggered within the client’s CRM system promoting a free strategy session. From there the sales team goes to work to schedule appointments and presentation. Each of the evergreen content campaigns is repeated 3X per year.
The Affiliated sales team is now able to build their CRM database, pursue leads, and close new clients at a much more efficient rate.