Staples
More leads with marketing automation
Office supplies company and loyal Youwe customer, Staples Business Advantage, was interested in marketing automation and asked Youwe to start a pilot for the Dutch office.
Staples is the world's largest office products delivery business, serving everyone from small 20-strrong businesses, right through to Fortune 500 companies. As the B2B division of Staples, Staples Business Advantage, works with companies of 20 or more employees to develop customised programs with specialised pricing, dedicated account management, and a complete assortment of products and services.
Youwe has been a digital partner of Staples Business Advantage for nearly 10 years. The original American company is active in 20 markets worldwide and has customers in 30 European countries, making Staples Business Advantage the largest business in its category. Youwe previously developed the European websites for Staples Business Advantage, but Staples was also interested in marketing automation, and Youwe accepted that challenge.
We started with a pilot for the Dutch office before a global rollout could be realised. This was because Staples wanted to see whether marketing automation would be effective. And it was.
+475%
Higher conversion percentage of the campaign
+50%
More leads thanks to A/B testing
The collaboration between Staples and Youwe is very satisfying. Youwe understands our business, they are proactive and a strong business partner.
Our solution
We made sure that Staples focused on the challenges and problems that each customer encounters in their daily work. The products, services, and solutions from Staples Business Advantage can then be crafted to become the right solutions to solve those challenges and problems.
The results
Content
Youwe built a separate landing page with content focused on simplifying the work of an office manager, a facility manager or a buyer. We created a site with inspiring articles about the transition to a sustainable procurement process and the four most frequently heard reasons for switching supplies supplier.
With practical videos about the importance of hygiene, and with a lead-generating whitepaper based around organising the purchasing process. The most important element was that Staples Business Advantage product weren’t promoted anywhere within the campaign. This was deliberate. Inspiration was paramount. We wanted to know who clicks on an article, views a video or downloads a whitepaper. Those people were identified, and that was the result we were after.
Lead scoring
With the help of marketing automation, we enrich the customer profile and learn more. The next step is lead scoring: which customers are ready to contact? And which customers do we have to nurture further, because they are still in the orientation phase?
The lead scoring is also automated, with every action from a prospect earning points. If the number of points is high enough, a prospect becomes a marketing qualified lead (MQL). Using IP tracking, the identity of the majority of the prospects can be identified. A few manual checks are usually sufficient to find job titles and contact information. Online advertising and LinkedIn banners have also been used to generate traffic to the Staples site.
Interested in optimising your communication and attracting more leads?
Nowadays it's crucial to communicate the right message at the right time, to the right target group. Marketing automation is the perfect tool to realise this challenge. Our experts are ready to take on this challenge for your company.