The lead generation game
Canter is a 3.5T commercial truck which can be adapted to suit multiple businesses. We were asked by Mercedes-Benz, who own the Fuso Canter licence in the UK, to deliver a lead-generation campaign, measured by the number of test-drives booked. The hook for the target audience identified was offering weekly prices together with a body-ready option, (both key within their market).
To achieve our client’s goals, the fully-integrated campaign had to be measurable. We based it on the HubSpot platform to ensure that not only was all the activity tracked and measured, but we could develop a lead-nurturing and scoring process.
This innovation means all activity from competitions to downloads to test-drive requests, is evaluated and refined on an ongoing basis.
Anecdotally, one dealer made multiple challenger sales, which they directly attributed to this campaign.
“Palmer Hargreaves’ value add has come, not only from their in-depth knowledge of the product and persona, but also from their focus on driving results in the areas that are important to our business – namely new leads.” Ben Grayson, Mercedes-Benz Trucks Marketing Manager.
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