Inbound Marketing Agency Adds £7 Million Pipeline for 'Access Finance'
About The Client
Access Commercial Finance is a B2B Funder that takes a creative approach to business funding. They help a range of businesses, cross-sector, obtain funding through both debt funding and investment solutions.
Access Finance typically provide funding solutions catering for requirements in the £25k - £100k range and average sales cycle is normally between 5 - 30 days. The commercial finance sector is competitive and there are many 'alternative funding' providers fighting for the same customer base.
Access Finance appointed Inbound Marketing Agency Digital Media Stream in 2016 to help tackle their marketing challenges and meet their primary business objectives of growing the sales pipeline & customer base over the coming months and years.
- To create a online demand generation channel that would generate qualified prospects to support the sales team
- Provide an alternative channel for lead generation in addition to the outbound and partnership/ broker channels that were already in place.
- To generate 50+ sales qualified leads per months from digital channels
Access Commercial Finance faced the following challenges:
- The website was active but not attracting enough visitors or converting leads
- Low search engine rankings / poor visbility
- High Google Adwords spend and low conversion performance
Digital Strategy Design - The Game-plan:
Within the Strategy, we included:
- Develop a content schedule focusing on topic clusters that addressed the prospect at all stages of their journey (awareness, consideration & decision stage).
- Improve blog layouts and internal linking to help increase conversions and SEO
- Created high value content offers including ebooks, datasheets and interactive content (calculators).
Paid Advertising: Google Adwords:
- Improved efficiency of Ad spend
- Streamlined campaign structure for better ppc campaign management
- Optimised keyword research to focus on a narrower persona
- Improved quality scores to lower average CPC
- Adopted best bid strategy for available budget
- Setup conversion tracking for campaign measurement
- Improved landing pages to help increase quality scores and conversions
- Enhanced negative keywords identification to reduce Ad spend wastage
Search Engine Optimisation:
- A range of on-page SEO techniques to help increase search engine rankings and improve website performance
- Image optimisation to increase page performance and aid SEO ranking
- Developed outreach strategies to help content go further.
- Made numerous website and landing page enhancements to provide a better user experience and entice visitors to make a conversion.
Social Media Marketing & Facebook AdVERTISING:
- Setup conversion tracking to accurately measure Ad performance and spend
- Targeting new groups that fit the target persona with awareness and decision stage financial Ads. Social Media Re-targeting integrated into the nurturing process
- Targeted a range of highly relevant hashtags to help increase content reach and engagement.
Sales Enablement & CRM Training:
- Hubspot CRM setup
- Sales process, pipeline management and KPI reporting
- Monthly reporting and Sales Operations support
- Increases in organic rankings for core financial product keywords
- Progressive increase in website visits from paid and organic traffic
- Progressive increase in visitors viewing blog content
- Progressive increase in website conversions from paid and organic traffic
- Rapid growth of leads from zero to a consistent 150 a month
- Accurate measurement of Google Adwords and Facebook Ads spend
Landing Page Performance:
- Increased conversion performance of landing pages
Generated new sales pipeline in excess of £7+ million from online leads.
Enabled the expansion of the sales team by recruiting 3 more salespeople to handle the enquiries.
HubSpot Products Utilised
- HubSpot Marketing
- HubSpot Sales
- HubSpot Reporting Addon
- HubSpot Ads