Belbin North America product launch

Posted on Monday, September 21st, 2009 at 3:31 PM by Pramesh Attwala  |  Comments (0)

Challenge

3Circle Partners, an executive coaching and team development company, has provided team-building consulting services for Xerox, the UN and a number of Fortune 500 organizations. To help clients build more effective teams, the company administers Belbin team role assessments to determine an individual’s strengths when working within a group.

While the Belbin brand was highly regarded throughout the rest of the word (particularly in the UK), it remained relatively unknown in the US and Canada. So when 3Circle Partners formed Belbin North America to administer and distribute its assessments in a new market, it encountered some serious obstacles, including a saturated marketplace and an underperforming corporate website.

After investing in AdWords campaigns and a campaign on Globeandmail.com (the website of Canada’s largest national newspaper) without significant results—and with little measurability—3Circle Partners recognized the need for data-driven decisions and measurable performance.

Solution

While Belbin North America clearly needed a brand-specific site to introduce its offering to a new audience, the company was wary of repeating the mistakes of its parent company, investing money in initiatives with little trackability or data for optimization. So Belbin approached us for more strategic, measurable online marketing. In response, we:

  • Analyzed the company’s existing sales funnel and previous search marketing campaigns to determine which messages achieved the greatest results and which areas needed improvement
  • Created a new, search-optimized Belbin North America website with a clearly defined sales funnel and key performance indicators, goals, and specific user behavior tracked using Google Analytics
  • Developed a continuously optimized search-marketing campaign through Google AdWords, driving prospects to a standalone lead-capture landing page
  • Initiated an email marketing campaign offering free Belbin assessments and personal coaching to qualified leads, further closing the company’s sales funnel; split testing versions of the campaign’s landing page with Google Website Optimizer enabled us to continuously optimize the campaign (for example, by determining whether a long information-gathering form drove more qualified conversions than a short one)
  • Launched a refreshed corporate site to drive traffic to Belbin North America, acquainting customers with 3Circle Partners’ larger range of services and providing measurable information about prospect and client behavior
  • Provided monthly Analytics and AdWords reports summarizing key performance indicators and making recommendations for improvements
  • Familiarized key decision-makers with Google Analytics reports, allowing them to access and understand the interface quickly and easily

Results

Between May 2009 and September 2009, our online marketing has generated over 630 qualified leads for Belbin North America, while our analytics services have identified the most effective marketing channels (primarily AdWords, with a greater than 14% conversion rate) and messages.

Thanks to an end-to-end system we implemented using Salesforce.com, qualified leads are now automatically filtered to screen for top-tier prospects with which Belbin North America’s sales team can follow up. And with Google Analytics and Salesforce.com data, we can report end-to-end results—from the first click on an ad to the latest purchase of consulting services.

While initially skeptical of web marketing, Belbin North America now aims to spend the majority of its marketing budget online, including through increasing its Google AdWords budget and creating a new AdWords campaign for an Italian affiliate.

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