Streamlining lead generation, 75% increase in lead volume and a 15% reduction in sales length cycle
A martech audit for CFG revealed a scattered technology landscape. The company utilized several tools for lead capturing and targeting that resulted in data discrepancies. While revamping the existing website, HubSpot was identified as the marketing management tool and was connected to CFG’s proprietary CRM through an open API. A streamlined lead generation system increased lead volume by 75%, a 20% boost in CLTV, and a 15% reduction in sales length cycle.
Client Acquisition: The existing website was revamped to a mobile responsive design. Asset compression improved website speed by 45%. URL optimization, blogging, and the addition of buyer intent-based keywords in content increased organic traffic by 200% with a 30% lead conversion rate. Organic and paid social media was used to boost blog posts, share customer success stories, and engage with video content, resulting in a 300% increase in audience growth. To maximize conversion on paid search campaigns, tightly-themed ad groups were used in Google Ads. SKAGs (single keyword ad groups), clear CTAs, and tactful geo-targeting increased paid traffic by 95% with a 45% quality score and a 20% decrease in CPA.
Client Onboarding: CFG’s onboarding process was focused on familiarizing new clients with the company’s products and services. Once a client booked a flight, they subscribed to a welcome journey. The journey initiated a welcome email that shared contact information of the assigned charter adviser and available concierge services. An SMS reminder was sent 24 hours prior to takeoff and another “Safe Travels!” SMS was sent a few minutes after boarding.
Client Retention: Online behavioral analysis and social listening was utilized to personalize social media and blog content for existing clients. An email communication strategy sent information on flight deals, special offers, and hot destinations to CFG clients. A CFG membership card, “The Jet Card” was launched to offer credit lines and mileage points to frequent flyers. Jet card owners were rewarded through additional points for referrals.