Case Study | Lead Generation | EMarketz | Software Development Agency, Leads from Europe and Middle East

Lead generation is one of the most important aspects of almost any software development company. It is essential for the success of the business as it enables companies to reach customers, educate them on the best purchasing decisions, and expand their reach into new markets. To generate leads that align with the solutions you offer, you must advance your B2B marketing mechanisms to create reliable lead generation avenues.

In order to do this, software development entities must take the time to formulate a strategy that will produce relevant information catering to the needs of their Ideal Customer. This can be done through creating content that will help users, improving your search presence, building your visibility, and creating brand awareness. Types of lead generation channels include outbound lead generation such as cold emails, and inbound lead generation such as SEO practices and content marketing.

Background

Our client, a successful startup software development company based out of Mumbai and was serving the local companies with their flagship innovative SaaS product for civil drawing. With growing success in its local turf they decided to expand their business to international markets.

Challenges and Scope

Our client had set up a fairly functional digital marketing outreach strategy that was surely yielding results in India and they initially wanted to profile the newer markets to understand how they can function better, this was indeed the right plan of action.

• Internationalization is an opportunity for growth but they are faced with the usual challenges of the cultural differences, currency and taxing problems. These could however be dealt with internal policies but the primary concern was to generate qualified leads in a new market where differences only make the job harder even when you have unique and innovative products to attract customers.
• They were looking to explore the European and Middle Eastern markets for their flagship products first international journey and this presented the challenge that we have explored and resolved.

Business Problem

Resource Deficiency

• They had purchased prospective lists but the data did not land them any client.
• The website traction which flourished at home was not doing so well.

Requirement

• They understood that they need a multi-pronged campaign to suit the new markets.

Sourcing from Europe and Middle East - Lead Generation with Emarketz

When our client approached us with the problem, we elaborated that the issue in accessing new lead markets was based on the strategic measures to target the right customers and we built up a plan to access the new markets for our clients product and generate qualified leads.

• Geographic Segmentation - Our client was quite clear on where they wanted to expand their outreach and gain targeted leads - Europe and Middle East. Geo-targeting leads is not easy as it sounds, especially when businesses are based out of prospective locations but our Emarketz has got it covered with our international reach.We proceeded by running targeted ads for the product in zones that we categorized after data enriched study into popular demands to specifically target leads in the new territory. To top this off we personalized ads in these regions and ran campaigns on our website pools operating in these locations. This way we could access the most potential audiences for the product. These ads were also run on social media, because where else to better target audiences than where most time is spent by an average internet user.
• Outbound Campaigns - After an analysis of the companies and possible targets that could require our clients' product, our professional marketing team who specializes in outbound campaigns sprung into action, we also ensured that key players in these potential companies or businesses would be targeted to enable our client to make headway.
• Inbound Tactics - We also enhanced the clients inbound marketing strategy with our local SEO improvements and content strategy to cater to prospective clients in Europe and the Middle East, this also included blogging and social media strategy to attract potential customers to our clients product site.

Filtering Quality Leads

Emarketz understood that the client has had a very disappointing experience with buying stale leads and data to target the decision makers of potential companies that would entertain their product sales appointments. This is why our lead generation service devised the approach to actively filter the contacts we made through our campaigns to ensure that the conversion rate is high.

Our team also managed the entire campaign process and extended the process to enable appointments with the clients and further were able to route a number of potential customers who had technical queries directly back to our client. The leads also involved high profile key targets who wanted to learn more about the product and these were carefully handled with constant updates and re-engagement till they were directly in contact with the client.

Outcome Analysis

Our client decided on the expansion in August 2021 and the project was launched to action by October of 2021 with multiple strategies to explore the market including paid leads and data on prospective companies gathered to take advantage of the new market but the process, though based on significant research and detailed action, did not materialize as expected.

Emarketz was contacted in December of 2021 and we initially promoted a 3 month implementation strategy that began with a rather restricted run generating only 5 leads in the first two months and this when we quickly redesigned various aspects of the marketing strategy and in two months, that is, by April of 2022, our client saw a 20 to 30 qualified leads per month with multiple leads scheduling appointments for advanced talks directly after our lead generation team had established preliminary contacts with the key players we targeted. The conversion rate is perhaps what was most impressive as we scheduled a maximum of three appointments in a fortnight with as much as 90% conversion rate on average.