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Commercial and residential property firm Knight Frank came to us with a challenge: they had siloed business units, each using a shared email platform for all communications, without a centralised strategy. Their new Head of Marketing Communications needed a strategy and an implementation plan for a centralised control mechanism that also provided a deeper understanding of their clients.
We completed a blueprint marketing strategy to help define Knight Frank’s key B2B segments and lead management process. Working closely with the client, the Green Hat team also developed buyer personas for key audience targets and executed an incentivised profiling campaign to better understand their customers; their interest areas and communications preferences.
From strategy, we moved to implementation. We successfully implemented and integrated a marketing automation platform (Marketo) with Knight Frank’s CRM, built a nurture program and preference centre, and provided training to all users of the platform.
The implementation of Green Hat’s B2B lead management strategy resulted in: