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How do you earn your own leads?

Ever since the 80’s, CRM-supplier Archie did his own marketing. But in 2020, it was time to give it a boost. It was time for a well-oiled online marketing machine. Archie approved of the ScaleUp Framework and we saw a myriad of opportunities for this beautiful firm.

Evelyn Zandstra, team manager at MarCom: ‘It is as though SUM is paving the road for us.’

Until recently, marketing, sales support and customer services were separate departments within Archie, lacking clarity and structure. Sprung from the wish to become more market-oriented, these departments became one team with the mission: grow. Whilst searching for how to do that best, Archie found recognition in our Framework.

Ronald Koster, commercial director at Archie: ‘You simply made us very excited. Nice people, no overkill of consultancy terminology, clear language and with both feet on the ground. Your pragmatic methodism provides the structure we lacked; build up a marketing approach step by step, and verify if what you do has an effect.’

Where does your target audience land?

It was a great match and in May 2022, Archie was ready to rumble. Following the Control-phase, we initiated a campaign with a whitepaper as a lead magnet. There were plenty of clicks, but the downloads did not follow. ‘The reason was clear’, explains growth marketeer Boudewijn Dekker, ‘Visitors would land on a page with a backdated design and an untrustworthy appearance. On top of that, the website had 960 pages and it was very slow; lacking flexibility. We could not ‘just’ create a landing page.’

A house-style based on growth

Archie trusted us with a website make-over, both in structure as well as in brand identity. Boudewijn: ‘We set up the brand identity and website for Archie in two months. During these months we were not able to create a sharp marketing funnel and delve into SEA, but it was worth the wait. We are very proud of the work we did with Archie.’

The logo and the colors were chosen and composed carefully. They are completely in line with the chosen archetype and the feeling Archie wants to convey. Evelyn: ‘Having used the same logo for 40 years, this new look really gives the company a boost. With this look we are ready for the future.’

From e-book to coffee call

Do you have a lot of content? Ask yourself if it contains material that deserves a pedestal. Archie’s copywriter transformed a popular blog post to a downloadable e-book and we pondered the question: which sales contact will we offer to the leads after the download? We agreed on two options: a 10-minute coffee call or a demo test-drive by Archie.

The e-book campaign is now up and running. Leads are guided to a coffee call or to a test-drive. The costs per lead are low. Ronald: ‘We used to buy leads. Now we have an engine which is earning leads for us. Sales does the follow-up and there is flow. There is a funnel that suits prospects in any stage of interest.

A mindset for growth

Growth marketeer Boudewijn: ‘Archie has exactly the right mindset for online marketing: they think long term and they understand that if you are not immediately successful, it is a question of testing and optimizing. When something does not go as we want, the Archie team is curious to find out why.

Teamwork for success

Without a good sales team, leads have no value. But Archie, they are on top of things! Every lead is followed up within a day. Evelyn: “Working with you is not like: ‘Say what you want, we will arrange it.’ We are required to commit as well. The lines of communication are short throughout, via Monday and ActiveCampaign. It is as if we have gained a nice new colleague!”

When asking Ronald how he would describe what we do together, he only needs two words: ‘Success generation. Because from nothing we create leads which we can convert. From nothing to success. To revenue.

May the funnel explode!

In the time to come, we will develop new whitepapers with Archie and we will explore the opportunities still hiding in the enormous load of content that Archie has to offer. Ronald: ‘The engine has started to run and we notice several requests coming in from LinkedIn and other similar sources. That is incredibly cool. Now we can start fine tuning, so the funnel can explode!’

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