The client is a manufacturing equipment distributor whose core operational focus lies in distribution and after-sales service of a diverse range of manufacturing equipment. In a dynamic business ecosystem with massive competition, the client was looking to improve its marketing efficacy and business growth potential.
Employing several direct response marketing tactics, the client was seeking a solution to measure the effectiveness of the marketing campaigns. The client contacted Stridely Solutions with its unique requirement that involved tackling several complex challenges.
The company needed a solution to increase the conversion rate of its high-value subscribers within the small business segment and track the effectiveness of the marketing campaigns. This fundamentally required a sophisticated solution that would help identify the leads which were sales-ready. The core challenges involved:
Team Stridely understood the client’s custom requirements of building a lead scoring and segmentation solution that could make its marketing operations better. Understanding the complex nature of the requirement and the need for dealing with massive amount of data, an innovative solution was devised that uses latest technologies like machine learning.
The automated scoring solution leveraged machine learning to develop granular models based on the brand’s historical customer profiles. Based on data analytics of historical data, the solution rates the list of potential B2C customer. The solution gathers and compiles data from three different sources and possess the following capabilities:
The lead scoring solution brought desired efficiency to lead management, CRM and marketing endeavors of the organization. Not only did the solution helped the business in increasing its conversion rates, but also helped in bringing down the marketing costs.
The implementation of automated and intelligent lead scoring solution helped company’s marketing team in understanding its customer profiles in a better way to design targeted campaigns, efficiently. All in all, the solution was successful in bringing the direct response marketing campaigns back on track while at the same time improving market understanding of the organization.
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