Case Study: Kampanie SEO

Clients looking for a marketing agency usually send 3 to 5 inquiry emails to different companies before deciding on a specific one. Regardless of the industry, two elements of the sales process are key to winning the client: response time to inquiries and the ability to match the offer to the client's needs.

Measuring the average response time to an inquiry (Sales dictionary: Lead Response Time) matters to Kampanie SEO, because response time largely determines sales success. As one of their KPIs, the salespeople have a defined average time required to contact the client. It is a metric relatively easy to control - all it takes is a well-organized sales department.

Implementing Sellizer

Kampanie SEO has been using Sellizer to support its sales processes since November 2018. Deciding on the implementation, Kampanie SEO wanted to improve how well their proposals matched clients' needs and expectations. By observing client behavior on proposals with Sellizer, they managed to modify not only the order of pages in the proposal, but also the way sales conversations are conducted.

How Kampanie SEO acquires contacts

The leads reaching the sales department come mainly from contact forms on the agency's website. People interested in a specific service just leave the necessary information, and a sales department employee contacts the client to match and personalize the cooperation proposal.

Since providing a phone number is not required in the form, some clients did not do it when sending their inquiry. A missing number makes preparing a proposal matched to the client's needs harder. In this case, however, Sellizer and the analytics of sent proposals played a major role.

With access to the report showing the statistics of a sent proposal, they were able to determine which pages were particularly important to clients. It turned out that a page initially left out of the key part of the proposal was gathering a lot of attention. As part of their work, Kampanie SEO moved the page closer to the beginning of the proposal, and the salespeople started emphasizing that benefit more strongly to all clients.

"With Sellizer we optimized the proposal preparation process. Thanks to the data sets, we create proposals better matched to the client's needs and expectations, which improves our conversion rate."

Sebastian Żarnowski

The results for Kampanie SEO

Thanks to proposal statistics, the salespeople gained a sales argument that proved unique compared to other agencies. With data on the key pages within the proposal, they refined them to reach the client more precisely while provoking questions, both by phone and by email. Ultimately, this translated into higher sales and a shorter decision process.

Using proposal opening notifications, the salespeople know when the best time is to contact the people who have read the proposal. Thanks to that, they do not waste time on unnecessary calls and can focus on effectively closing the conversations they have started.