Whilst putting together the content strategy, we concluded that checklists were overdone and people don’t want to exchange details for them. We needed something that would fit into the process, which was designed to help the target persona identify if their organisation was ready for digital transformation or automation. This sparked a lightbulb moment.
We had recently designed and built a customised continual professional development platform (CPD) for another client, which prompted an idea to create an experience within the B2B marketing strategy.
Many of us have completed those questionnaires where the questions are marked 1-6 with 1 being least likely and 6 being most likely. Well, we took this idea and the need for a checklist and created a platform that uses a quiz to help the persona establish where their business is and receive advice on what they could do based on the results of the quiz.
This is presented visually and then emailed to the persona giving the business visibility on a potential lead and where they are in their journey. Enabling BNM to outreach and have a clear understanding of where they can be helpful to the prospect prior to starting a conversation.
We then linked HubSpot to the output-triggering workflows to nurture the prospect down the funnel.
Further innovation
As a recently delivered solution, we are currently monitoring the success of the platforms and their adoption. However, early feedback is that BNM is in talks with new opportunities, so the early signs are good.
Again, this type of solution is innovative, tech-driven is a hallmark of BIAS and we love working with companies that really do embrace technology and use it for its best case. We will take learnings from this and apply them to future customers, down the line.
The final platform is a project planner, where the persona can design their roadmap.
Each platform sends the data to the prospect, building a clear picture of how engaged the prospect is with the process and BNM. The resulting activity is recorded in the contact record in HubSpot, enabling us to create a lead-generating experience tied into a platform pipeline.
