To get started, we set out to build a technical lead flow in Salesforce to support the digital sales process. The lead management process in Pardot and Salesforce CRM needed to be robust and support Nordic Finance’s marketing and sales needs.
Once that was in place we focused on mapping Nordic Finance’s customer journeys and buyer personas to better understand how, where, and when to reach their end-customer. With that knowledge, we started creating targeted content and campaigns to make it easy for the customers to find and learn about Nordic Finances services.
This included everything from targeted emails, newsletters, articles, search engine optimisation, Google and social media ads as well as the creation of targeted, SEO optimised landing pages for different customer segments with value propositions suited to them. To create value for the customer and make it easy for them to convert, we also built self-service tools such as a leasing calculator for customers to calculate their monthly payments directly.
In addition to owned channels, we have implemented technical solutions and integrations with Nordic Finance’s partners in order to support lead generation from external channels.
To track the progress and to continually optimise the efforts, we created dashboards and reports to keep track of the results. By using the collected data we continue to refine the campaigns in order to continue to grow the lead pipeline.
Lastly, we have worked together with Nordic Finance to create a video campaign called Leasing School to educate and better help their suppliers sell leasing services. The goal of this digital video campaign is to first educate the potential customers on the concept of leasing and explain why it is a good option for their financial needs. And secondly, to promote Nordic Finance as a great option for financing their investments through leasing.