Fleet Financial -- since rebranded as iLendingDIRECT® approached The Growth Engine (TGE) at end of 2015 about improving the company’s marketing strategy and programs when the executive team was in search of a long term agency partner. At first, iLendingDIRECT didn’t have much of a digital marketing presence and was still primarily using traditional lead generation programs, such as telemarketing, direct mail and trade shows. Not only was this a more expensive way to go, but it wasn’t able to yield as many high-quality leads as digital marketing programs, and the results were often more difficult to measure.
The company had previously contracted a marketing agency but they were disappointed with the agency’s slow progress, and continued to be plagued by low name recognition, an outdated website, and lackluster lead generation programs. They knew it was time for a dramatic change.
TGE began with an in-depth analysis of its existing data and developed four distinct persona profiles based on their respective pain points, needs, behaviors, and financial returns to iLendingDIRECT. This provided a clear strategic roadmap for TGE team to develop appropriate brand materials and relevant messaging to speak to each persona. This is followed by a total website revamp to better represent the company’s new brand with these personas in mind, attract more meaningful visitors and invite click-throughs requesting relevant information that speak directly to customer pain points. The direct mail program -- which would be difficult to execute and measure with such a widespread target market -- was bolstered by a continuous stream of digital nurturing campaigns, which explained the various refinancing programs offered by iLendingDIRECT.
Parallel to the development of customer focused strategies and improved content, TGE oversaw the full implementation of an enterprise level marketing automation system as the engine to deploy and manage digital lead generation and nurturing campaigns for iLendingDIRECT. TGE also integrated the marketing automation system to feed critical data to the Business Intelligence system (iCapture) TGE built for iLendingDIRECT. This provided real time intelligence to the CEO, CTO, COO, and various departmental heads to track their relevant Key Performance Indicators (KPIs), resulting in full accountability and the ability for functional managers to take control of their business and respond proactively based on these indicators.
In addition, TGE embarked on a content-building campaign, which involved generating useful information about refinancing, customer success stories and other relevant information and distributing that content through the company’s website and other channels. By “going digital,” not only were costs per lead dramatically lowered but each campaign’s success was easy to measure, through the deployment and ongoing management of the marketing automation system.
Even after just a few short months, the results of The Growth Engine’s work were readily apparent. Over a five-month period, TGE team generated over 1,000 qualified leads for iLendingDIRECT. iLendingDIRECT’s new website traffic has skyrocketed, thanks to an extensive keyword optimization and backlinks campaign.
Why The Growth Engine
The key reasons iLendingDIRECT chose The Growth Engine to be its revenue generation partner include TGE’s strategic understanding of their needs, proven experience as revenue marketers, and TGE’s comprehensive yet flexible approach to manage and deliver both strategic and tactical services that focus on measurable results. TGE Managed Marketing Services uses modular packages designed to advance customers’ marketing capabilities and can be used in combination or separately.
iLendingDIRECT’s VP of Information Technology, Dennis Wukovits, has been instrumental in making this relationship successful and was very pleased with the results.
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