[Live Case Study] : B2B Lead Gen for Premium App using PSEO, Marketing Automation & Trade Shows

Anmol Ratan Sachdeva

(This is an ongoing case study starting where I will try to use a hybrid appraoch to reduce cost of customer acquisition and deal with AI/Algorithmic Update challenges for a B2B mobile app. Goal is to increase inbound demo requests and engage existing customers with a community) 

About the App

The app is a SIM-based telecalling solution with approximately 10L+ downloads in the Indian market helps small business owners and startups optimize and monitor their telecalling and lead management operations without a hefty investment in IVR. 

Challenge 

  • Reducing inbound organic traffic due to algorithmic updates from Google despite adding relevant, high quality content to the blog; 
  • Increasing cost of customer acquisition through paid ads; 
  • Lack of an engaged community and referrals from existing users. 

 

Approach

Complete overhaul of marketing operations and restarting with a focus on building a sales funnel powered by marketing automation and relevant, value-added assets for our target audience. 

  1. Instead of writing blogs -> Shift to daily value-add content pieces;
  2. Instead of relying on organic for traffic -> Attracting and nurturing own audience through resources and email marketing. 

Rationale

1. Google is unrewarding to the efforts by small teams. Ample evidence here, here, and everywhere in the community. 

2. No point in trying to bark the wrong tree by pputting more efforts in old school blogging; 

3. My personal success with pSEO efforts at SharktankinIndia project (currently stopped) . It scaled to 30k monthly traffic. 

4. Need for an integrated, omnichannel marketing approach that never stopped the brand from being hit due to fluctuations in a single channel. 

Plus, a lot of qualitiative factors that all pushed me to try a mix of offline & online tactics. 

Day Started: Sept 1st 2024

 

Strategy (in order of priority) 

1. Need for an email marketing tool for email list building and funnel automation (Using SendFox & Systeme.io for now); 

2. Brainstorming for a lead magnet; 

3. Creating lead magnets + a supporting pSEO pillar for everyday updates (and trying to bring traffic; 

4. Ideating about engaging audience during trade show participation (Last few trade shows were slow for the brand in terms of new meetings / demos booked). 

5. Supporting all initiatives through organic blogging efforts (not giving up entirely but slowing down on new articles) 

 

Actions

1. Creation of a lead magnet (an eBook about telecalling for indian startups) and setting up a free lead magnet funnel on Systeme.io 

2. Finding a pSEO idea from our previously performing blog pillars (overcoming sales objections by telecallers) in the form of a sales scripts directory. Currently the directory has 50+ sales scripts for different objections across healthcare, real estate, and finance. 

Funnel Idea / Plan for Bringing Leads

The idea is to use the existing organic traffic/any marketing efforts to build a single lead nurture funnel with relevant resources at every step and finally convince the prospect to book a exploratory call with the sales team. 

 

 

Daily Progress (From Sept 2024) 

 

Sept 3rd 2024: Discussed the idea of funnels with the founder; 

Sept 5th 2024: Worked on lead magnet draft (50+ page eBook with insights based on 3+ years of working on the solution & marketing)

Sept 15th, 2024: Lead magnet delivered with a funnel on Systeme.io for review; 

Sept 18th, 2024: Built a custom GPT prompt for gathering/creating relevant sales scripts based on past insights, data and industry best practices; 

Sept 22nd, 2024: Populated the directory with 50+ sales scripts; 

Sept 25: Floated the idea of physical promotional material (a sales script flash card) to be distributed to prospects at trade show booth during participation). 

Sept 25th: Acquired a relevant domain name for pSEO directory and started publishing content; 

Sept 28th: v0.1 of the pSEO sales directory complete with 50+ scripts and integration of email marketing for lead capturing; 

Sept 30th: Got approval for sales script directory (from app owner) and submit to Google Search Console for indexing with 50 pages; 

Oct 2nd: Got 46 pages indexed on Google

Oct 3rd: Cosmetic/Frontend UI changes to the pSEO directory + Setting up marketing automation flows using Sendfox. 

 

Oct 4th:

  • Improved on the prompt for creating more logical cold calling scripts for every objection with the exact ways to tackle a concern, sample responses, key learnings, and more. 
  • Worked on the layout of the pSEO website and starting to plan automations using Sendfox 
  • Worked on a free downloadable lead magnet (checklist for telecalling success) to be given as a surprise freebie to anyone who signs up for our scripts (gives their email). 

Oct 7th: 

  • Worked on lead magnet for the pSEO website, started setting up automations; 
  • Working on email scripts (copy) for the lead nurturing funnels; 
  • Started a social media sequence (social posts) on LinkedIn to introduce the idea of this case study to the community. 

Oct 8th: 

  • Added 70+ new sales scripts + opening one lines for cold calls to the pSEO website; 
  • Added a new filter (type of script) to the pSEO website; 
  • Improved on the content for each pSEO script. 
  • Revised old scripts;
  • Planned the blogs for organic engagement (3 pillars with 10+ blog topics); 
  • Documented the total number of scripts for cold calling flash cards. 
  • Reviewed search console and found that we're starting to rank on relevant keywords. 

 

Oct 10th: 

  • Started working on the lead magnet #1 design (telecalling team setup on a budget); 
  • Improved the content on a few scripts; 

 

Oct 14th: 

  • Wrote email scripts (welcome emails) for automation sequence (30-day email) for delivery of lead magnets; 

 

Oct 15th: 

  • Set up the automation email + lead magnet page on Sendfox. Now anyone who subscribes to the receive the eBook, he/she will start getting nurtured via a 30-day email sequence sharing useful tips, resources, and extra add on material related to telecalling setup. 

Oct 16th: 

  • Connected the PSEO website with Sendfox for lead magnet #2 delivery (sales scripts PDF)
  • Set up Disqus , UTM Tags, RSS Feed on pSEO website. 

 

Oct 17: 

  • Identified more sales objections to tackle across 10 different industries with the help of inputs from client: 

    - Real Estate (10)
    - EdTech (10)
    - Fintech (10)
    - Health Care(10)
    - IT / ITES (10)
    - Manufacturing(10)
    - Travel & Hotels (5)
    - E-commerce(5)
    - HR/Staffing (5)
    - General (25)
  • Finalized on the common objections in the above indsutries when telecalling a warm lead, cold lead, or following up on ads; 

Oct 18: 

  • Started working on cold calling responses on all the above identified objections. 
  • Worked on copywriting the objection responses along with reasons, causes, and success best practices; 

Oct 21st

  • Added 70+ objection handling pages to pSEO websites;
  • Added a new segment on the pSEO directory for easy management of the directory; 
  • Improved on the sign up form on the top + copy of the homepage. 

Stay tuned for progress. 

 

 

 

 

 

 

 

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