Juma Al Majid Office Equipment division is the sole distributor for Konica Minolta in the UAE. They have being actively advertising themselves on newspaper, magazines & yellow pages with diminishing to no results.
Rakesh KP, the General Manager of the division was looking and open to explore ways to generate consistent enquires for his sales team.
They knew having a strong online presence and doing B2B digital marketing and is the way forward, but lacked a proven marketing model or the expertise to execute.
We have followed a 5 Step Process to win at B2B Digital Marketing for Juma Al Majid Office Equipments (JUMA).
- IDENTIFY ‘USERS’ PAIN’ & ONLINE BEHAVIOR
We get key stakeholders – sales, product, management – in a room and grill them on every last detail. Their insights are turned into a detailed Buyer Persona document describing their primary persona and 1 to 2 secondary personas.
DEVELOP DIGITAL MESSAGING & CONTENT
Using the insights from the buyer persona, we have a good idea of the kind of content they’ll be interested in reading.
We also use keyword research to identify topics worth writing about according to the following criteria:
* Relevant to the buyer personas
* Likely to achieve the company’s business goals
* Enough people want to read about the topic
* Not a lot of competition in terms of search listings
CREATING USER EXPERIENCE FOR LEAD CAPTURE
Here we create a conversion path for incoming website traffic to turn into leads. This is done by tweaking online assets to increase conversion rates across the board.
Key activities include:
* Inserting Call-to-actions (CTAs)
* Creating Landing Pages
* Thank-you Pages
* Email Marketing & Automation
PROMOTE CONTENT TO GENERATE LEADS
By now we have great content and great user-experience, so at this step it about getting the content (videos, blogs, infographic, guides…etc) in front of your target buyer persona.
So used search, social media & online ads for generating awareness & influencing consideration.
Here we have build a Business & Marketing Dashboard using Hubspot that shows exactly what is working and contributing to the revenue.
This is also used by the sales team managing their leads and maintaining their sales pipelines, thus allowing us to track holistic performance for optimization.
Now Juma Al Majid has inbound system in place to educate, engage and sell their offerings to their target audience.
They say that Ubrik has Digitally Transformed their sales & marketing functions from barely any online leads to dozens of qualified leads a month on month.