Validus | Generating quality sales leads
A relative newcomer to the insurance industry, Validus had been incredibly successful in presenting their business proposition and building their reputation. But to meet their aggressive growth targets, they had to reach a much wider audience.
During interviews with the executive team we discovered that there was a 100% conversion rate for customers that had undergone a 'pilot' and firmly established the potential benefits and ROI. Automating this process would help to generate highly qualified leads to the sales team.
The solution was to create an engaging and informative website and to drive targeted traffic to it through powerful messages in trade advertising, direct marketing and social media channels. The data captured provides the sales team with invaluable insights into their customer problems and a persuasive reason for them to buy the solution.
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At the heart of the website is a powerful lead generation engine and complex decision tree which comprises two bespoke tools.
Firstly a 'solution finder' that guides potential customers through a series of diagnostic questions resulting in the presentation of a tailored suite of services and customised list of benefits.
The second key component is an 'ROI calculator' which automates the successful but labour-intensive pilot process.