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More first order via Messenger compared to ads that click to app
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Decrease in cost per first order
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More purchase via Messenger compared to ads that click to app
COMPANY
Expert Market offers workplace products and workflow services to businesses.
INDUSTRY
Marketing & Advertising
USE CASE
Conversational lead generation
Accelerate purchase decisions and drive qualified leads to your website/app with personalized buyer journeys and one to one mobile push notification retargeting.
MESSAGING CHANNELS
SOLUTIONS USED
Click to Messenger ads
Take your Facebook ads to the next level with Messenger.
Retargeting messages
Send notifications to opted-in customers for ongoing engagement.
Direct message automation
Automate your customer journey and convert high intent customers.
Entry points
Click to Messenger ads, organic search and social, owned and offline channels.
RESULTS
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decrease in cost per conversion lift
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finished the conversation once they started it
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finished the conversation once they started it
CHALLENGE
MVF's messaging strategy solves the challenges marketers face with digital buyer journeys and lead generation.
It’s not easy to convert users in a competitive environment, especially for B2B businesses, which typically have longer sales cycles.
As B2B buyers are not impulse buyers, activating leads can be a major challenge for businesses. That’s why B2B buyers need to be offered detailed customer education and a guided experience, helping accelerate the consideration phase.
So how did messaging help digital marketers at MVF connect with their audiences and accelerate purchase decisions for their client, Expert Market?
Long sales cycles
Simplify digital touchpoints into one easy to track conversation to accelerate the purchase journey.
Customer signals
Collect zero party data signals to improve lead quality, build segments, and reduce your cost per action.
Buyer education
Engage in a two way conversation that adds value and educates buyers about new products and services.
Ongoing engagement
Convert users on message channels with higher reachability than phone or email.
Lead activation
Grow new seed audiences and active existing lead lists on their preferred channel.
CUSTOMER JOURNEY
MVF engages customers with a one to one conversational journey across the customer lifecycle
Here’s how MVF transformed their customer journey from start to finish.
It shows you how to send audiences into Messenger from Facebook ads, how to engage and qualify them, typical conversion paths, and then how to re-engage them to increase customer lifetime value.
1 | Acquire users
with paid ads, organic search and social entry points, plus owned and offline channels.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert leads
by personalizing their buyer journey and collecting contact info directly in chat.
4 | Send notifications
on their preferred messaging app to drive ongoing engagement and upsell them.
5 | Increasy loyalty
with tailored and timely offers that grow sales and boost customer LTV.
DATA CAPTURE
MVF captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Guiding customers through the journey via messaging helps MVF capture zero party data from one to one Messenger chat conversations. They use this to personalize the buyer journey in real-time and send personalized quotes.
Below is an example of how MVF structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
Customer profile
Elsie Poser
First seen: September 20, 2022
Source: Click to Messenger Facebook ad
Source: Click to Messenger Facebook ad
IMPACT
MVF acquired and qualified more leads by capturing customer info in a one to one Messenger conversation
Messaging enabled MVF to overcome the challenges B2B companies often face: the overly long sales cycles.
Using an automated Messenger bot, the company grew their online audience and simplified digital touchpoints into one easy to track conversation. This allowed MFV to capture valuable customer insights for their client Expert Market and send personalized quotes based on customer needs.
Business services normally require customer education. MVF’s Messenger bot provides prospects with an assistive guided experience. This enabled the company to accelerate consideration phases and purchase decisions for Expert Market.
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