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LS Retail

Case Study

A simple yet effective strategy yielded so many results, the client asked us to turn down their lead volume because they couldn’t keep up with responses. When we build a strategy we don’t just build it — we dominate it.

72-Hour Return on
One Simple Strategy

One of the largest retail and hospitality software companies in the world had to ask Rand Group’s marketing team to turn off the tap when their sales people couldn’t keep up.

LS Retail Goal Completions

Customized Campaign Triggers Flood

And the leads were big ones. This global client, LS Retail, was already providing software to some of the most recognized retail businesses in the world—companies like IKEA, adidas, Louis Vuitton and Nike by Air. And the new leads arriving were in the same class.

Slowing things down was the best problem this company could imagine. Rand Group had pinpointed the hunger that its client could feed.

The Right Tool Gets the Job Done

When LS Retail hired Rand Group, the marketing team examined LS Retail’s website and established that a few carefully placed whitepapers with the right CTA (call to action), would quickly break the lead logjam.

Six Key CTA Components

CTA LS Retail

Why Whitepapers?

Whitepapers continue to have value in the B2B world because they offer depth and bring an educated and well-researched perspective to an audience. They’re also a perfect way to locate leads—a simple click from a visitor is all it takes.

Rand Group provided LS Retail with targeted content that addressed common concerns faced in its two key markets: retail and hospitality, and then packaged the product with a carefully crafted CTA.

LS Retail Whitepapers

Rand Group Built an Offer Prospects Couldn’t Refuse

Even highly successful campaigns like this one, need management. It’s important to test what works, and how the rest of the team is able to manage the results. So when the CEO asked for leads to slow down, Rand Group followed up by inserting a few dams to stem the flow.

Rand Group adjusted the whitepaper request form so that it forced prospects to provide both a phone number and number of employees. The form also added a freebie – an email domain prevention—plus a qualifying question: “Do you plan to purchase business software within 6 months?”

Even with those changes, leads pushed their way through. Over a period of four days, the campaign identified yet another 14 qualified leads with one prospect boasting 8,000 employees.

Conclusion

No company experiences success without rock-solid business strategy. That means every aspect of the company—particularly new promotions—undergoes heavy scrutiny.

Yet when LS Retail decided to try a new strategy to attract clients in the North American market, the results were less than stellar. One of the biggest challenges when working in a new market is trying to establish how the local culture operates. Flipping through websites, it’s easy to see that even though English is clearly the language of the internet, there are cultural differences in the ways in which B2Bs choose to engage with their
potential clients.

Rand Group’s team provided quick and effective solutions in part because it knows the North American marketplace. The team also has a deep depth of knowledge when it comes to the integration of CTAs and SEO, and PPC.

The success LS Retail experienced was a bit like the industries they work for – today’s world of retail and hospitality thrives on both the art and science of business. Marketing for today’s world requires the same.

How to Optimize Your Website for Lead Generation

4 Steps to Optimize Your Website for Lead Generation

Generating web traffic and qualified leads are among the top challenges marketers face. Download this whitepaper for 4 easy-to-implement steps to transform your website and generate more (and better qualified) leads online.