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Case study
20% of cold leads turned into hot leads? XL Groupe successfully pulled it off
XL Groupe is a consulting and training firm specializing in performance improvement initiatives and operational excellence. Webmecanik Automation supported the company in its lead acquisition strategy.
In this case study, you will discover:
The results achieved (spoiler: we’re at +20% hot leads)
The challenges faced by the XL Groupe team
The solutions provided by Webmecanik Automation.
XL Groupe case study
Finally reactivate your cold and inactive leads
What you will find in this case study.
XL Groupe’s ecosystem
XL Groupe consists of a database of 30,000 contacts spread across 4 different brands. It has a wealth of content and lead magnets and uses the Everwin CRM.
The challenges
The group’s initial issue was prioritizing leads to support the sales teams. They received mature leads, but cold leads were not being handled. Many marketing resources were downloaded, but these contacts were not qualified.
The goal was therefore to work all contacts in a unique way, and automation was a welcome solution!
How does Webmecanik Automation address the issue?
Implementing a marketing automation tool enables XL Groupe to consider and qualify all contacts automatically, at the pace of their life cycles.
Marketing automation campaign following an event
Contact segmentation using segments
Enhance the value of contacts who download resources from the website
The results achieved
20% of cold leads became hot leads
Only ±4% inactive contacts in the database since the implementation of marketing automation
Open rates between 20% and 50%
They chose marketing automation
I open my computer, I open Webmecanik. My emails, my statistics, I have a lot of visible reports to share our analyses with the management team. I can’t imagine working without Webmecanik today
Camille Lambert
Marketing officer – XL Group
We take care of all our contacts; we no longer have ignored leads or ones completely lost.
Camille Lambert
Marketing Officer – XL Groupe