QUALICARE
VIRTUAL DISCOVERY CENTRE
MARKETING AUTOMATION INTEGRATION
Digital Strategy Included
Lead Scoring, Workflow Design, Workflow Development, Vendor Management, Content Creation, Copywriting, Landing Page Development, Email Marketing Automation, Hubspot CRM Integration, Google Adwords Management, Search Engine Optimization, Script Writing, Video Production, Video Editing, Whiteboard Animation, Zoho Integration, Video Interviews
THE CHALLENGE
Qualicare Family Homecare is a senior care franchise agency headquartered in Toronto, Canada. Looking to recruit new franchisees to open homecare agency locations within North America, 90% of their lead traffic was being generated through paid advertising. In comparison to their direct competitors Qualicare had virtually no brand awareness, with all remaining traffic coming via direct/referral.
The sales team was having an issue with having to contact too many cold leads, and not being able to nurture them further through the sales process. This again, was a direct result of Qualicare's lack of brand recognition, with most leads being unaware of homecare, unaware of franchising and/or unaware of the Qualicare brand as a whole.
The sales team was having an issue with having to contact too many cold leads, and not being able to nurture them further through the sales process. This again, was a direct result of Qualicare's lack of brand recognition, with most leads being unaware of homecare, unaware of franchising and/or unaware of the Qualicare brand as a whole.
INSIGHTS
The hypothesis was that the leads that the sales team was receiving were not necessarily unqualified, as they fit the persona for the ideal franchise candidate. However, they were too early in the funnel and required more nurturing and education about the opportunity. This could not be left to the sales person, as there were over 150 new leads being generated each week and only 1 person to perform sales calls.
SOLUTION
Develop a marketing-sales automation tool that will nurture leads through educational modules, accompanied by automated emails guiding them through the discovery process. Showcasing videos that teach colder leads about the fundamentals of Qualicare's franchise opportunity (the homecare market, investment level, training and support initiatives) we'll be able to score leads based on the amount of information that they digest. Those who achieve specific scoring or RSVP for an educational webinar will be identified as sales qualified leads and automatically pushed to the sales CRM. Only those identified as sales qualified leads will be contacted by the sales person, automating the lead nurturing process and lightening the sale's teams load allowing them to only speak with those who are ready/looking to be contacted.
EXECUTION
1. Workflow Design
2. Persona Research
Analyzing information from previous applicants, I created a profile for our 4 main target demographics. Based on the insights from each persona the team and I designed a lead scoring criteria within Hubspot to automate the information that should be sent to different segments.
3. Videography | Video Editing
Interviewing various members of the team, I created 4 videos highlighting our company's culture and differentiators. These videos were automatically sent to leads within our CRM to nurture them with fundamental info about our company prior to their initial call with our sales team.
4. Script Writing | Vendor Management | Whiteboard Animation
5. Landing Page Development
6. Email Marketing Automation
