Beroe
Building a Scalable Marketing Engine: How Beroe Optimised Lead Generation
Beroe partnered with us to enhance their brand, revamp their website, and boost business growth through strategic marketing. For the growth marketing programme, we collaborated to develop and implement a data-driven, audience-focused strategy that aligns perfectly with the buyer journey and maximises lead generation.
Beroe aimed to improve their lead generation, conversion rates, and overall business impact by optimising their marketing initiatives across various channels. To kick off the project, we conducted a thorough audit of their current strategy, including marketing activities across various channels, content, and the marketecture setup. This process allowed us to identify areas for improvement and formulate a strategy for optimisation.
The Challenge
Beroe encountered the challenge of providing high-quality business leads to the sales team while generating new leads for their marketing programme. It was essential that the incoming leads aligned with their target audience and that a nurturing programme was established to guide these leads toward conversion. The company recognised the importance of creating and sharing content that provides real value to both prospects and clients at every stage of their buying journey. This strategic approach not only engages users effectively but also aligns with and supports the company's larger business objectives.
The Strategy
We conducted a comprehensive analysis of Beroe’s audience to create detailed buyer personas. This process helped us identify their motivations, unique needs, and potential barriers to purchase. We mapped the buyer's journey, from the initial unawareness of a problem to the stages of awareness, consideration, and ultimately purchase. At the same time, we audited their channel activities, content, and overall marketing process. Based on our findings, we developed a clear optimisation plan for marketing initiatives, such as running campaigns and targeted content creation. We collaborated closely with the Beroe team to implement these strategies. Initially, we assumed a leadership role to develop and implement these activities collaboratively, providing training and support as necessary, before gradually transitioning the management of these tasks to their team for in-house execution.
Solution and Impact
For the project, we successfully delivered the targeted number of 100 leads each month while enhancing collaboration between marketing and sales. We implemented a new content plan balancing thought leadership with campaign-focused material aligned with the buyer journey. The thought leadership content supported our monthly newsletter, providing valuable insights for prospects and clients. Our multi-channel approach ensured consistent messaging across touchpoints. By running targeted campaigns with impactful hero content, we maintained a steady flow of leads, many further along in their purchasing journey. Through tailored follow-up outreach, we maximised lead generation and established an effective nurturing process guiding leads toward conversion. We have supported Beroe with a new setup that allows them to enhance and optimise their efforts moving forward.
Everything Connected truly understood the brief and the interconnected nature of our brand, website, and growth objectives. Their strategic thinking and attention to detail ensured every element, from messaging to UX, worked in harmony. The result was a cohesive, data-driven marketing programme that has significantly accelerated our lead generation and brand impact.
