St. James’ Place - Salesforce
At A Glance
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Client Testimonial
Backstory
With offices in Hong Kong, Singapore, and Mainland China, it is one of the largest wealth management companies catering to high-net-worth individuals, families and business owners, across the local and expatriate communities in Asia.
St. James’ Place maintains a thorough understanding of their clients’ financial needs and aspirations and is committed to offering bespoke advice, covering insurance solutions, retirement planning, investment advice, and intergenerational wealth planning.
Backstory
With offices in Hong Kong, Singapore, and Mainland China, it is one of the largest wealth management companies catering to high-net-worth individuals, families and business owners, across the local and expatriate communities in Asia.
St. James’ Place maintains a thorough understanding of their clients’ financial needs and aspirations and is committed to offering bespoke advice, covering insurance solutions, retirement planning, investment advice, and intergenerational wealth planning.
Challenge
Challenge
We strategized with the marketing team and came up with monthly and quarterly lead generation campaign ideas to acquire new leads which were then passed over to their financial advisors to close.
While St. James’ Place saw a spike in leads generated, their challenges were far from over.
Poor lead management
St. James’ Place’s lead management practices were outdated, inefficient and time-consuming, leading to lapses in follow-ups and missed sales opportunities.
So, in spite of generating a high volume of leads, they failed to convert them effectively due to mismanagement and lack of alignment between the sales and marketing teams.
Slow sales cycle
In order to grow their business, St. James’ Place realized that they needed to accelerate their sales pipeline and speed up the process.
Solution
Solution
After having analyzed the gaps in their lead management and sales process, we decided it was time to introduce marketing automation into their business. That was the only way to manage, engage and nurture leads to seamlessly move them through the sales cycle.
1. Integrated Salesforce and Pardot
Being a Salesforce-owned product, we decided to opt for Pardot as the marketing automation solution. We led the Pardot implementation and were able to sync the data in less than two weeks.
Due to this integration, any leads or information gathered by the marketing team automatically appeared on the CRM and could be easily accessed by their sales team. This eliminated any sort of manual entry and improved alignment between the two teams.
Lead details on Salesforce
Apart from that, we also simplified the sales cycle by establishing specific lead qualification criteria. Not only did this ensure everyone was on the same page but it also helped the teams track progress and prevent leaks in the sales pipeline.
Every stage of the buying cycle was mapped out in order to seamlessly manage leads from the time they enter the funnel until the close of the sale.
Lead details on Salesforce
2. Built an email journey to turn MQLs to SQLs
We built an email journey using Pardot with the sole objective to nurture leads and move them from MQL to SQL. The idea was to engage prospects and deliver personalized experiences by sending the right message to the right lead at the right time.
We built email journeys for all the different lead generation campaigns we ran.
Here’s an example of an onboarding email journey to welcome new leads.
Let’s take a detailed look at this journey – once a prospect shows interest and opts in, they are immediately sent an email, thanking them for their interest. This email was aimed at introducing St. James’ Place and how they can be of help.
Welcome email
After one day, prospects were sent another email. This email educated them on what makes St. James’ Place different and how they can customize their solutions to meet varying needs
Email sent after day 1
This email ended with a clear call-to-action which encouraged users to click on it if they wanted to inquire more about St. James’ Place’s services. On clicking on the button, prospects were directed to a landing page.
‘Contact us’ landing page
The idea behind this landing page was to acquire further information on the leads and move them from the MQL to the SQL stage.
Journey Summary
Results
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BREW INTERACTIVE
Digital Marketing Agency in Singapore and Malaysia
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111 North Bridge Road, #08-11, Singapore 179098 Malaysia Office:
D-8-3A Menara SuezCap 1, KL Gateway, 59200 Kuala Lumpur, Malaysiainfo@brewinteractive.com
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