How Finqle Gained Control Over Lead Quality and Filled the Pipeline with Better Leads
Branche
Factoring/Invoice Factoring, Financial Services
Industrie
B2B
Fase
Growth Phase
Team
Charles & Dennis
Website
Growth Marketing
Creative Insights
Email Marketing
Social Ads
Data & Automatisering
Creative Marketing Automation
CRM
Data Analytics: Energising Insights for Creative Innovation
Development & Technologie
Lead Scoring
Factor Scan
Strategie & Innovatie
Value Proposition Canvas
Product Validation
Our Challenge
Finqle experienced a surge of leads, but noticed that the quality of the Marketing Qualified Leads (MQLs) was too low. With a lot of organic traffic, it was a time-consuming process to accurately qualify inbound leads. Not every inbound lead is interesting for sales, causing sales to spend too much time on low-quality leads.
The challenge was to gain insight into the cause, refine the targeting strategy, and automate the qualification process by only passing on qualified leads to sales.
In a nutshell: optimising the entire funnel from click to conversion.
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Up to date with all the latest Tech/Marketing developments and knowing how to apply them effectively whether in advice, content, products, or automations.
Derk Disselhoff
Chief Creative Officer @ Finqle
What we did
Together with Finqle, we embarked on a B2B Growth Partnership. We began with an analysis of existing campaigns and a thorough examination of the target audience. Through a value proposition session, we were able to focus on Finqle's core product and implement the right messaging strategy to reach the audience as effectively as possible. Finqle now has a clearer understanding of who exactly they are for and what unique value they deliver.
The website has been optimised for a better user experience, and we've implemented a new Factorscan with additional tracking (lead generation).
In terms of advertising, we've fine-tuned various campaigns: targeting, exclusions, better measurability through custom data layers, and the implementation of Leadinfo. Based on the outcomes of the proposition session, we've sharpened the messaging and created and deployed new advertisements.
Website Optimisation
Value Proposition Session
Innovative Data Layers & Tracking
Leadinfo Setup and Filtering
Scraping technieken
A/B testing
Google Ads
Microsoft Ads / Bing Ads
LinkedIn Ads & Conversion Analytics
Google Analytics
Wat we hebben bereikt
By sharply focusing on lead quality, conversion, and targeting, Finqle has achieved a significant boost in conversions. Now, Finqle not only generates more leads but more importantly, higher quality leads. The conversion rate has increased by 48% in 6 months, while ad spend has remained almost unchanged. Thanks to better targeting techniques and refining the audience, campaigns now consistently drive more relevant traffic to Finqle's website. This means the sales team spends much less time on mismatched leads, directly contributing to the efficiency of the commercial funnel.
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