A holistic perspective on a measurable journey
Since both customer satisfaction and the customer journey were always a top priority for Vattenfall Business Sales Nordic, they were already actively working with ICPs and buyer personas. Therefore, to improve their customer experience even further, they found it essential to work with a partner who had mastered the entire concept of a customer journey. They also needed all communication and marketing activities to resonate better with their target audiences.
To establish a holistic view of their customer journey, insights and data regarding ICP and buyer personas permeated all marketing, sales, and tech activities. In conjunction with this, Invise created an inbound marketing strategy with HubSpot as the main engine and built customer journeys where content constituted the different conversion points. We also used attribution models to measure ROI for each activity.
Data-driven content hub and performance marketing
To connect all components – from lead generation and marketing automation to customer journey – Invise started a web project aimed at optimizing their content hub ‘Energy Plaza’. In the project, we implemented, among other things, auto-pdf to pillar pages in order to streamline conversion. With the help of retargeting and intelligently designed content, we were able to attract target audiences through external channels to the website for further nurturing. We also created four performance marketing campaigns in accordance with an always-on strategy to increase traffic and long-term brand awareness.
Adaptive testing and creativity for AI-generated results
During our efforts to create a new content hub, we identified the need to optimize landing pages for gated content. We chose to examine the potential of adaptive testing – the next step in the evolution of A/B testing – where the test adapts dynamically with the help of AI. Vattenfall Business Sales Nordic were already experienced A/B testers but wanted to automate the process to avoid manually choosing and reviewing concepts. Therefore, Invise’s design, copywriting, and marketing automation specialists created three new landing pages and forms to test hypotheses of how creative solutions could improve conversion rates. These were also compared to existing versions to measure their effectiveness. The landing pages were created with a growth-driven design mentality and rolled out through a 12-week campaign.
Making salespeople’s day-to-day easier
An important part of improving customer journeys and lead management processes has been supporting the sales department. The solution was, among other things, to refine the lead scoring in HubSpot and to further develop personas and ICPs. We also educated salespeople at Vattenfall Business Sales Nordic on how to maximize the potential of HubSpot, freeing up time for them to focus on what they do best: sales.