Creating a High-Performing Inbound Lead Conversion Strategy
See how redefining OnStrategy’s core messages, value proposition, and overhauling the inbound lead conversion strategy increased acquisition by 25%
SITUATION
How do you play with the big-boys who have nearly unlimited marketing budgets? You get strategic in the way you go after users to create a long-term presence in a search market money simply can’t buy.
flat growth
Growth was flat, and that was frustrating.
Bold changes were required to stay competitive.
an ENORMOUS audience
28,000 unique users per week.
How do you find your customers?
How do you segment them?
UNCLEAR MESSAGE and value
The current messaging and product/solution net was too broad. It needed to more specific, valuable, and have a better storyline.
APPROACH
AUDIENCE SEGMENTATION
We revised our inbound web forms and content strategy to use progress form fields to help segment our customers by what they were seeking to achieve.
REVISING VALUE & MESSAGE
We needed to completely overhaul our product and messaging approach to tell a more compelling narrative for how OnStrategy can solve their strategic planning and implementation challenges,
NEW PRODUCT BUNDLES
We created more targeted product bundles and solution offerings to better meet the needs of different customer segments we serve. Better message, better product and services solution, and a completely better outcome for everyone involved.
INBOUND LEAD NURTURING
I completely overhauled our lead nurturing program to tell a compelling brand story and provide value-add content in high, mid and low nurture funnels.
INBOUND LEAD NURTURING
I completely overhauled our lead nurturing program to tell a compelling brand story and provide value-add content in high, mid and low nurture funnels.
SMARTER RETARGETING
We used triggers to enroll leads in retargeting once they hit the appropriate place in the lead nurturing or sales funnel.
SALES ENABLEMENT
We collaborated to completely redefine sales touchpoints, discovery calls, and how we positioned OnStrategy to solve the customer's self-identified planning or implementation need.
BETTER METRICS
Smarter and more refined leading and lagging quantitative metrics helped created a more predictive model for when the sales funnel is full, or when it is looking light.
RESULTS
20
%
REVENUE GROWTH in 2020
Revenue from net-new contracts grew 35% in FY20
20
%
Revenue Growth in 2021
Revenue from net-new contracts grew 25% in FY21
250
DISCOVERY CALLS HELD
We created 278 Sales Qualified Leads for a Sales Team of 1