We all know that Content Marketing is a reality. After all, according to the Content Trends 2017 survey , almost 60% of companies intend to adopt this strategy.
The curious fact is that this applies to different segments and sizes. Although for different reasons, we have from small retailers to large multinationals betting on this strategy.
While the former usually sees this solution as a way to acquire new customers with a much cheaper investment, the latter already finds in digital a way to measure their results and optimize their investments. In addition, of course, to reinforce the authority inherent to the brand.
And it is precisely with that intention that Sonda began its malta email list 149912 contact leads strategy in 2016 which, after one year, culminated in an ROI (Return on Investment) of 352%.
Big companies, big challenges
Sonda is the leading IT services integrator in Latin America. A multinational with a Chilean headquarters, thousands of employees and strong strategic partners.
The marketing team is structured with the main strategy being the execution of events to collect contacts and connect with existing clients.
Over time, they have become increasingly expert at it, participating in dozens of events throughout the year in the most diverse cities and countries. And the fact is that it worked very well, with all this logistics and effort paying off.
Various contacts are generated and updated in the CRM so that representatives can manage and interact with them. However, as positive as that was, the scope of marketing ended there and the measurement of the path taken by the contact was interrupted.
Once this contact was created at the time of the event and managed within the CRM, the control of that life cycle failed, making it impossible for marketing to prove the real value of its actions, which was a problem for the company.
And, according to Felipe himself, Marketing Manager at Sonda, this is actually a global problem, affecting all large companies and requiring a change.
"Regardless of the market, it is necessary to measure, making the results tangible in a structured way." Felipe Duarte Navarro, Marketing Manager at Sonda.
The beginning of Inbound
In order to support marketing measurements and improve conversions in the sector, Sonda's marketing team launched its content strategy in August 2016.
Initially, the strategy focused on generating attractive content for the blog and creating a stronger positioning compared to competitors, who were not yet using content marketing.
With a dedicated team and operational capacity, Sonda's blog began to bear fruit quickly, and visitors were soon able to be better worked on and updated in the CRM, integrating the company's on and off strategy.
The new strategy was extremely relevant, it did not change the flagship of Sonda's strategy, which was the holding of events. In reality, this only complemented and further clarified how important this strategy was and facilitated the work done with the contacts generated through outbound.
Now each visitor was created in advance, with their interests previously mapped. Thus, during the event, instead of creating a new contact, the old one was simply updated, making the life cycle of this client better monitorable.
