KPMG's Smart Tech Solutions department builds its own products to solve problems for enterprise businesses. One of these products is Digital Advisor – a platform that combines multiple chats- & voice bots of multiple vendors in one interface. We helped the KPMG Digital Advisor team to test multiple acquisition channels and improve their full-funnel metrics.
In order to know what messages we should use in online marketing, we need to know for whom we are building this product and why. The value proposition of Digital Advisor was not yet 100% clear, so we filled in the Value Proposition Canvas for three possible target audiences and created multiple propositions. These were used in a systematic approach to start learning about the perfect combination of target audience & proposition messaging.
LinkedIn was already set-up as a paid acquisition channel, so we optimised this and achieved to decrease the Cost per Marketing Qualified Lead (MQL) with 80%. As you should not be dependent on only one acquisition channel, we set-up and tested multiple other channels, among others Google Paid Search, Twitter ads & offline events. We reported the performance & logged all learnings in our experiment board to kept overview of the process.
For sure, we're not there yet when improving the amount of MQLs, because in the end it's all about (returning) paying customers. As inside sales talks to the leads the most, we needed more soft feedback from them. Therefore, we initiated a continuous feedback loop with inside sales to learn more about why leads were or were not interested in the product. Removing the silos also works the other way around: sharing information about marketing messages improved their sales conversations