According to manager of operations Remco van Vliet, within a few weeks, a work of art had been created from data streams inside and outside the tool.
Remco: "Website visitors who requested something received seven emails; blogs were the size of whitepapers: it was huge!"
In addition, the website was converted into a Sales and Marketing tool. All at once.
"Our BI professionals had other things on their minds, and they wrote in a very technical fashion. We needed visionary content, tailored to a specific target group," says Remco. And so, things started to turn. Bright Digital was given responsibility for the planning and started writing content. There was a clear description of the target audience, and the website was given a new look. Workflows were shortened and developed according to the three stages in the prospect's buyer's journey: Awareness-Consideration-Decision. Lead scoring helped FourPoints to better estimate the intent of leads. Slowly but surely the Inbound motor started to roar.
Keeping up with the latest marketing trends
Remco likes to contact Bright Digital whenever he’s looking to make new steps in Marketing and Sales. "We don't have much time to follow up on leads. That's why Bright Digital helps us work more efficiently, and we will soon receive sales support," says Remco. "We have little time to keep an eye on the latest Marketing and Sales developments, while Bright Digital sees them coming from miles away".
Thanks to the combination of HubSpot and Bright Digital, the FourPoints website currently generates dozens of leads per month - quite a number. “We went from 'We do everything for everyone' to 'We are great at BI and work for SMEs+'. This works like a charm,” says Remco. “Thanks to lead qualification, we also discovered that small municipalities could make good use of the FourPoints expertise.”
