THE BRIEF Akkroo, a lead capture solution for high-value events, worked with First Base to define and develop a strategic lead generation and nurture process to boost brand awareness and customer acquisition among high value B2B event exhibitors.
HOW IT WAS DONE By consolidating Akkroo’s various marketing tools into HubSpot, developing a sales process tailored to a specific and well-defined market segment, and creating a set of content assets each addressing the needs of prospects at different funnel stages, First Base helped transform the company’s entire approach to marketing.
The strategy process began with a workshop to define the core objectives of the initial six-month campaign. This initial period of engagement involved building an automated marketing and sales process, and developing a lead nurture process that mapped content against the entire customer journey for acquisition purposes.
THE RESULT Over the campaign period (February to May), First Base attracted 1314 views of the ‘Try Akkroo’ landing page with a 17% conversion rate, and 838 views of the ‘Contact Us’ page with a submission rate of 10%. Campaign content has been downloaded by 332 prospects, and Akkroo has closed 31 new customers as well as having a healthy marketing pipeline currently.