The problem: A lack of digital sales channels
The sales process at Imdad was primarily offline. On average, it took the company’s sales representatives numerous personal visits and almost 6 months to close a deal with a clinic. This was time-, effort-, and cost-inefficient.
Partnering with Brimit, Imdad aimed to digitize the sales process and achieve smart resource allocation by developing a website that would address the needs of its customers at various stages of their journey.
In the course of the project, Brimit’s team had to resolve the following issues:
- It was important to work out a comprehensive marketing strategy that would ensure both a highly personalized user experience and lead generation.
- The solution had to comply with the different legislation restrictions and market characteristics of the 8 countries where Imdad operates.
To ensure the content did not violate local legislative restrictions, its presentation was personalized for each country in the region. Using Sitecore IP Geolocation, our developers enabled the identification of the country a user was browsing the website from. If the geolocation could not be tracked, the user was asked to choose a country from a list to continue the journey on the website.
With Sitecore Path Analyser, Imdad is now able to get additional insights about a user's journey on the website and analyze his or her behavior. Furthermore, our experts helped to enable lead nurturing through Sitecore Marketing Automation. As a result, a user now gets follow-up e-mails with personalized calls to action until he or she can be converted into a lead.
The team at Brimit also integrated the website with the Salesforce Sales Cloud to build a 360 customer view. In addition, this helped to deliver personalized content based on the user’s Salesforce profile (read more in our article). Finally, integration with the GoToWebinar service was provided to deliver webinar content.
Boosted lead generation by 6.8%