We initially conducted buyer research and created customer journey maps, and from that, we have designed an integrated digital marketing approach to optimise lead generation and lead management between the Nestle Professional Sales and Marketing teams.

Challenge

Food & beverage solution provider Nestle Professional approached us to help them design and manage an integrated digital marketing process that would achieve multiple goals:

  • Increase engagement and leads with new prospects
  • Increase share of wallet with existing clients
  • Establish a longer and deeper relationship with their target audiences
  • Re-ignite inactive customers

Nestle Professional’s first challenge was to have better clarity of their audiences, their buyer journeys and decision-making process. Without this wholistic view of their customers, Marketing struggled to produce qualified leads for the Sales team.

Solution

We defined, validated and developed personas and customer journey maps for Nestle for three key segments. This was a collaborative effort with the Sales and Marketing teams to enable a better understanding of their customers’ behaviours, barriers and drivers to purchase.

We then developed an integrated digital marketing strategy that had three main pillars of work – a new campaign website with localised content and offers, marketing automation and a digital media program. A key focus for the automation is to improve the lead scoring, qualification and routing process.

With Sales and Marketing alignment top of mind, we have defined the data requirements for online capture and lead pass-through to Sales, as well as integration into the global CRM infrastructure. Finally, we used a refreshed set of creatives to drive brand awareness and lead generation through SEM and paid Social campaigns such as Facebook and LinkedIn.

Outcomes

  • Clarity on target audience segments and buying behaviour
  • Design and implementation of automated lead management process
  • Continued go-to-market campaigns to increase product awareness and lead generation

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