Company: IPOG Pernambuco (Higher degree institution that operates throughout Brazil, with more than 52 units)
Period and place: 2017 in Brazil
I had my first contact with inbound marketing in the beginning of my career at IPOG.
I wanted to make a difference there, so I spent months studying about the strategy used by the IPOG’s partners. And soon I realized that the strategies the two partners were using were not achieving success, resulting from the lack of personalized work for the company. So I put together an action plan and introduced it to the general director of the company and she decided to nominate me as responsible for the marketing strategy of our region in October 2016, in a few months we could see the achievements and which I share below with the reports extracted from the RD Station tool.
For the graph above, we see the access to the site, which previously had an average of 800 accesses, increased to 6000 accesses after the change of strategy; we started to have consistency and growth organically.
Below we have the lead growth: in the first report, we had an average of 20 leads per month with the agency’s work, but after I took over the marketing sector, I created an internal digital marketing team and with our new strategy we started to have an average of 500 leads per month in the past few months.
When I arrived at IPOG, there was not a marketing sector, and they were looking for a professional to get a new management position who would take care of an entire sector, responsible for 3 people and 2 partner agencies. After 5 months I had the opportunity to introduce my ideas to the directors and I showed some points that need an urgent improvement. So, I suggested the creation of a new team, responsible only for this aspect. So I got promoted to a management position, created this sector from scratch and organized the team to work smart, potentializing results.
For example, we had an inbound marketing operation, with many structure gaps. This new team was responsible for identifying those gaps and together, creating the perfect strategy to achieve the best outcome. And definitely it happened, we increased the profit of an entire company.
Process and optimization: I created new tools in the sector to develop the communication process between marketing and sales teams. At IPOG the sales sector was large and very important for the company and I created cycles of meetings and results trackers to have the collaboration of the sales sector. When all process was established, and sales and marketing were working together, we created methods of result’s optimization, where we had a quick feedback from the sales sector on the quality of leads, after this feedback we were able to optimize and personalize the campaigns, delivering leads with more quality and reflected in sales and in optimizing seller’s time. The outcome was a higher number of qualified leads, with a 12,50% of economy
Inbound Marketing: I restructured the actions for the existing inbound marketing strategy and after 6 months we had a 285.71% increase in sales made to leads. Being 17% through e-mail marketing shots along with the production of personalized content and the remaining sales mostly came directly from the ads. Sales through organic search were unexceptional and had a great potential to be explored.
Ads: I developed ads on Google and Facebook Ads using different strategies, such as PPC ads and lead generation. I used to do A/B tests to optimize the results and the direct contact with the sales sector made us not have the agility to improve the ads.
Training: As the service to leads was something new and the service needed to be different, I created some steps for the service and trained the sales team on how to manage each lead in the different stages of the funnel.
SEO and personalisation: I analysed, ranked and selected the most important keywords to use in the sitelinks strategy, to request the agency to create it following the guidelines. But in this process I understood that the agency only had a technical delivery, so we started to produce internal raw content such as testimonies and interviews in audio and video with the experts and we sent this material to the agency.
We were able to put the keyword “Is IPOG good?” in the first position and google page after 4 months of strategy, and this was not a word with the highest number of searches but it was an important word for the middle and end phase of the process. After customisation of the content production our numbers of visitors by organic search became almost 50%
Email marketing: I created a follow up routine, in order to check each process, results and make reports. So we could personalise the email and align with campaigns. Our monthly email was 15 sent emails and 7% of link clicks in each process among 34k leads.
Marketing and sales: The results created by reports during the month, were analyzed and crossed with each marketing strategy, with this method, we could follow up the entire sales cycle, beginning at the first contact with the user until it became a quality or lost lead. What brought us a good increase of leads.
As vendas para leads cresceram
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