Empowering The Sales Team With High-Quality Leads
Tenlo developed a digital marketing plan to help the Nestlé Professional Dispensed Beverage Sales Team place more CoolPro commercial juice dispensers in businesses. The plan differentiated and built preference for the CoolPro dispenser, plus captured and warmed high-quality leads to help Nestlé representatives close sales faster.
Targeting & Channel Strategy
Identified the segments with the highest propensity to buy and the channels where they were most likely to engage with product information
Creative Strategy
Developed and tested creative concepts designed to attract attention, differentiate the product and build brand preference
Lead Capture
Drove potential customers to a landing page where they were motivated to request a consultation from a sales representative
The Challenge
Build preference for the Nestlé CoolPro commercial juice dispenser
Supply high-quality leads for sales team follow-up
Help sales team secure machine placements from Q2 through Q4
Strategic Process
Quantify Relevant Awareness
Translated our client’s prospect list and ideal buyer segments into highly effective, advanced targeting structures in our key social channels
Map Points of Influence
Tested LinkedIn and paid search ads to identify where audience segments were most likely to engage with information about the product
Prove Your Business Value
Tested emotional- and rational-based creative to clearly communicate the product value and determine what motivates the target audience to request a product consultation
Align Tactics to Sales Funnel
Captured interested buyers through paid search and emails; drove prospects to a landing page experience where they could request a product consultation
Rapidly Execute, Test & Analyze
Developed the plan, tested the creative and channels, and scaled the highest performers
The highly targeted campaign and a test-and-learn approach contributed to machine placements by the sales team. As a result, the client extended the most successful aspects of the campaign to capitalize on the momentum.
Campaign Extension Results
The more fields on a form, the less likely people will complete it. Due to client legal requirements, the CoolPro form had whopping 12 required fields! To overcome this challenge, we tested LinkedIn Lead Generation ads that auto-filled the information from the user’s LinkedIn account. This test alone increased leads 68% within a one-month period.