Overview: The Bank of Southside Virginia has been a part of their communities for over a century, relying largely on referrals for growth. Previously they’d tried a few digital marketing campaigns, but struggled due to lack of site integration with a CRM solution. (Customer Relationship Management) This made lead tracking and nurturing challenging, with most falling through the cracks.
BSV chose to close the gap between leads and sales by adopting HubSpot as their CRM. As a HubSpot Partner, DIGI CONVO was able to help greatly reduce the BSV learning curve.
So with new construction loans being high priority, we had a perfect chance to test BSV’s shiny new CRM.
Challenge: BSV wanted 10 new construction loans. To reach this, the goal was set: 90 marketing qualified leads over 3 months.
Through HubSpot, this nurture campaign was our first test using automated workflows to push leads further down the funnel.
With campaign automation, BSV now has a reliable way to track and nurture leads.
Within 90-Days of Launch
Marketing Qualified Leads
Goal was 90 leads in 3 months. We hit this in Month 2. Cost per MQL: $44.87
Sales Qualified Leads
Bottom funnel leads with high purchase intent. Cost per SQL: $262.50
New Contacts
Potential new customers who’d not previously engaged with BSV. Cost per new contact: $107.14
BSV hopes to close 10 loans from this campaign.
They’re thrilled with 20 highly qualified leads to date.
Hypothesis: With BSV’s compelling product (new construction loans) and powerful new CRM solution, we built a campaign based on best practices of lead generation. Included in our efforts was a series of 3 emails and corresponding landing pages in order to nurture leads down the funnel. (As an integrated campaign, it also included small spends for streaming ads)
Outcome: Along with BSV, we believe the results above speak for itself.
Furthermore, the enhanced ad tracking and reporting through HubSpot make it easy for BSV executives to track progress. This allows DIGI CONVO to optimize campaigns on an ongoing basis.