4. How did you promote the use of the calculator?
Rik: “We launched the calculator on our website and combined it with a Facebook Ads and a Google Display campaign that lasted for 6 weeks.
This proved to be an excellent combination, based on how well the calculator got filled out after launching these campaigns.
As soon as the campaign has ended, we will be embedding the calculator on our website in a dedicated spot.”
5. What were the results of your lead generation campaign?
Rik: “Well the tool is up and running for about 6 weeks now and we already managed to send out quotes to some qualified leads. But the purchase of an EVSE takes a bit of time. As we would say it in the Netherlands: It’s not like you’re buying a cheese sandwich! 🙂
When we simply take a look at the numbers, though, we’re very pleased with the results. We’re very close to our 1000th respondent in just 6 weeks. Which is great if you know that we aimed for about 200 responses when we first started out.”
Hanneke: “Yes, we’re very happy that we managed to create such an amount of leads with the campaign. Our department Electrical Transportation now needs to follow up on those leads and help them further through the sales funnel.
Since we’re a development team for Eneco, it’s very important for us to be able to quickly gauge if there’s potential in a new product or idea. And it should have a very low threshold. That’s a goal that Survey Anyplace helps us with, to make faster, smarter decisions. ”
6. Your biggest learnings?
Rik: “Well Eneco is a corporate, with all the necessary corporate guidelines, which sometimes makes it challenging to find a tool that can fit your needs.
With the automated emails that we were sending after people answered the calculator, we wanted the email to have a good-looking, branded design. Which involved creating a new HTML template and some cooperation from Survey Anyplace! This is something we would think about sooner in the process in future projects.
Next to that I have a tip that I’d liked to have had myself!
I had created some short tests in the tool already and liked what I saw, but I’d never used it as intensively as when we needed to get the campaign up and running. It’s important that you know what the tool can do so that you can get the most of it when you need it.”
Hanneke: “From the tool in itself we learned that it works perfectly well as a real lead generator, but also to quickly collect customer feedback and experiences. So we’ll be using it as a regular survey tool as well.”
7. What is your advice for other people that want to start online lead generation?
Rik: “I think Survey Anyplace is a great tool for marketing managers working in a B2B environment like us. But also for growth hackers that are looking into new ways to set up marketing. It’s just a simple, easy to use tool!
Use it to make a quick first version that you can show your customers, learn from their feedback, start improving and make it even better!
Building something like the calculator is done in an hour or an afternoon, I show that first version to a couple of customers and based on their feedback I can make changes. That approach of constant iterations works extremely well for us and it feels as if the tool was built for that approach as well.
Hanneke: “Rik has already mentioned it very well. The great benefit here is the ease of use, the possibilities of putting the entire corporate branding inside another tool to use it as our own.
The easy, quick flow and style that is promoted by Survey Anyplace suits us very well.”
With just a couple of quick and fairly simple questions, Rik and Hanneke managed to capture their prospects’ preferences and their contact data, while also providing those prospects with useful information.
And they found it easy to accomplish too.
What about your content, could it do with some interactivity? Learn more about interactive lead generation.
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