We resume our series of posts on B2B marketing case studies, where we feature some of our recent engagement in the space and share our learnings. 

130903_case_studies-02In Part 4 of this case study series (Part 3 here), we describe how we structured, deployed and managed an integrated marketing program for the enterprise group of a major telco in Singapore.

The Client

One of Singapore’s three major telecommunications companies, StarHub provides a full portfolio of mobile, internet and TV services to consumer and corporate markets. StarHub’s Enterprise Business Group (EBG) provides a wide range of telecommunications, broadband and cloud-based services for businesses in Singapore.

The Challenge

To build awareness and generated leads, we were commissioned to run monthly integrated lead generation campaigns for StarHub EBG’s SMB solutions that covered mobile, broadband, cloud solutions and business TV.

Challenge, Accepted

We helped StarHub achieve 65% growth in average monthly traffic, 42% increase in monthly conversions, and over 400% reduction in the cost of acquiring new leads over 6 months – by adopting a data-driven conversion and media strategy.

Using multiple channels, we created a comprehensive marketing framework that was continually adjusted and adapted based on data collected through analytics.

Web and mobile banners, search engine marketing, and email marketing made up our digital outreach, supplemented by sales enablement collaterals such as flyers, and more conventional channels like SMS, QR codes, print ads, and direct mail. Through these, we directed StarHub’s SMB users and potential customers to lead generation microsites created as hubs for both inbound and outbound marketing.

StarHub EBG SMB Promotions
StarHub EBG SMB Promotion Microsites

The Outcome – Data-driven Marketing and Lowering the Cost of Acquiring Leads

By performing A/B testing with variations in content such as graphics and messaging, we were able to pinpoint versions of the media mix that were the most likely to generate more leads and produce more conversions. With the ability to statistically track what worked and what didn’t, we constantly experimented, tweaking our content and messaging in order to achieve better and better results.

For search engine marketing and online banner ads, we also made use of remarketing; this technique recaptured the interest of visitors who left without conversion, during web surfing at a later date, with ads that drew them back. By retargeting an audience that had already shown previous engagement, we made the most of an existing interest base.

We ran campaigns pegged to major IT events in Singapore – PC Show, National Day, COMEX, and SITEX – to take full advantage of their accompanying rises of interest in mobile and broadband offers. We also partnered with trade and commercial organizations such as ASME, SCS, and SITF to offer customized promotions.

Our analytics-driven methods let us optimise content for better lead generation and conversions.

With an empirical, 360-degree approach we were able to gather hard data from one end of the campaign to the other and interpret it into actionable insight. Armed with this knowledge, we adapted quickly to market responses and fine-tuned individual aspects of the campaign.

Constant feedback from the sales and marketing teams on the field kept us in the loop on the outcomes of our A/B tests and the performance of our content mixes, thus enabling us to design & implement improvements on the fly. This allowed for great flexibility – changes and updates could be rolled out on a daily basis or, in some cases, even within hours.

Each step was grounded in verifiable, unbiased facts and figures, which greatly reduced uncertainty and eliminated any need for guesswork. This had the effect of bringing more visitors to StarHub, and converting more of those visitors.

Another effect was to lower the costs of acquiring leads through quality over quantity. Producing more efficient content through persistent optimisation translated to more conversions with the same amount of media – getting more results out of every dollar spent, and minimizing the need for further spending.

At the same time, tracking the shifting patterns of visitor traffic let us be nimble and economical with our media buying, positioning and repositioning ourselves where they were most concentrated in order to maximize capture rates.

Analytics, constant optimisation, and an approach that covered all angles of the campaign combined to give StarHub a boost in traffic and conversion rates in addition to a significant decrease in lead acquisition cost.

As this case study has shown, quantifiable data powered by ongoing improvement – gives the edge in integrated lead generation that is as effective as it is practical.

Read more: Lead generation and lead nurturing campaign services provided by GetIT Comms

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