The is a methodology that allows you to establish a relationship of trust with the user through non-intrusive marketing techniques. Here he is an important figure, as well as creating interesting content that attracts the user. And for that, you need to create a good strategy.
To know how to do it we have interviewed Lucía Ochoa, CMO at . A fleet management software with Artificial Intelligence and Machine Learning models to increase vehicle efficiency and reduce operating costs. She is an expert on the subject, she tells us all the strategies they use in addition to emphasizing the importance of defining a buyer person. Do not miss it!
This week’s sponsor is , our hosting, the one we use at Marketing4eCommerce. It is an international server, the only one with a presence in Spain that WordPress.org itself recommends and was distinguished this year as the fastest and best service in general by the WebsiteToolTester tool.
Interview with Lucia Ochoa (Pulpomatic)
13:24 What is Pulpomatic?
It is a fleet management software, a program that is used by companies that have a vehicle operation. It allows you to control everything that happens in your fleet. It has many modules and views and each company can hire the ones they need.
We work with Machine Learning where there is several algorithms that help you to make routes more efficient, save fuel, anticipate maintenance control,or…etc. Our clients are all those who have to do with delivery, transport and logistics.
We distinguish between use cases where the fleet is core (delivery) and use cases where the fleet is secondary but represents a very high cost. Pulpomatic is control, efficiency, an all in one and a software that is in the cloud, where we can help whenever you need.
We want to be the source of truth, the one piece of data that everyone should be looking at. Those who do not have Pulpomatic need 400 Excel and documents that you have to digitize, we save that tedious process of data and information.
19:24 How do you understand inbound marketing and why Pulpomatic opted for this route?
We understand it as a type of marketing, less intrusive than traditional marketing, that makes customers come to you instead of chasing them. We have used it because we see that when you have a product that is difficult to sell with a long purchase process, you need several impacts and gradually explain to the customer what it is and why they should buy from you.
The Inbound marketing that we generate is a content strategy that It has different phases:
- We start with Awareness, what is brand awareness
- We continue with Consideration, which is when the user has already known the brand and must consider whether he is interested or not.
- And finally, C.onversion.
we have different pillars of content, topics that we know our audience is interested in. For example: control, optimization, cost savings…. Now we are working on new, more cross-cutting issues such as sustainability. We also work on safety, we allow you to anticipate so that your vehicle is in perfect condition. Driver safety is important and if you have the car in perfect condition you save time and costs.
We usually do eBooks and Webinars, we choose what we are going to talk about that month and we try to make a comprehensive strategy in all the channels with that content. Now we are going to launch a Webinar, to talk about what happens when the customer returns a product. We want to make interesting content for our buyer personasinviting external people and giving a didactic talk.
We give you the content, in return we only ask for your email. From there it is when we start talking about our product until the funnel ends offering a demo with the sales team. This way we manage to nurture that lead until it advances through our funnel phases. We do the same with eBooks with generic themes. We attract with information of interest.
28:45 How do you define your buyer personas?
We have come to have many buyer personas, I get: do not have more than 3. Before I only gave 3 examples of use cases, but we have up to 10. One of the buyer personas is the Daily user, which we define as someone to whom we are going to resolve many day-to-day issueswho is interested in functionalities, in saving time, in making his work simple…
What we study are the types of use case that applywe see their use of channels, we interview customers to find out their digital tastes, we see the motivators, challenges, arguments for not buying Pulpomatic (so we turn it around) and some more questions that are related to all their points of interest.
Gender and think about your socioeconomic situation. It is knowing their needs, understood to our vertical and business, and knowing how to capture it through its technological uses.
38:34 What things do you take into account to make a landing work?
Normally we make a summary of what you are going to find in the report, we put some bullet points to attract. It also works for us to make mockups with book designs, a well-laid-out PDF. They must download it to continue browsing.
We are redoing the strategy, marketing works to send sales and sales requires minimum fields for a lead to be qualified. The form must be changed, we want to increase the conversion by removing fields asking only for name, surname and emailwith that you can download the eBook.
The good thing about it is that it has smart forms, without the need to request data on the following impacts that you want to make to the user, but ask for more details such as what type of fleet you have or your company. There are many fields that are designed for the sales team, such as the number of vehicles, which helps us to qualify leads from a more initial stage. What we want is for you to download the book and read it.
48:12 What do you do on the blog?
We create 8 posts per month and work on many keywords. We always look at our positioning and how keywords go up and down. We have various content with themes and we look at what important words we are downloading in order to work on them and reposition them.
We have general content and if we have published a Webinar or eBook we upload it. We have developed different pillars that are related to the blog tasks.
52:55 What kind of content do you make so that they consume the product through mail?
After discovering an eBook, which would be the first mail, we make the following impact, make known the benefits of Pulpomatic. Something very general with 5 bullet points. The impacts would go, more or less, in this order:
- We tell something general. What Pulpomatic can bring you
- We focus, depending on the buyer person, in your interests, For example, if you are someone with a Delivery company, we show you our route optimization.
- There is usually a 3rd where we talk about how the fleet optimization module works with a video.
- And we usually do successful case closure. It usually ends here.
They all go with a “Request a demo” CTA. When we see that they do not request the demo, we go to something more aggressive like making some offers giving a free consultancy or a 15-day trial. The frequency is usually 1 a week, we are optimizing the flows, although sometimes we want to run a little more.
1:00:08 How do you go about moving content around and getting people to sign up?
Some have worked very well and others have not seen it, but The best tip we can give is: make interesting content. Do not write to write, think of something you like.
We basically move it in our own channels and in some paid ones, our own are from people who already know them but whenever we launch a new eBook we send it to the database.
To capture new leads we do Linkedin Ads and a bit of Facebook Ads that works great for us in Latin America, badly in Spain and fatal in the US. We also have several partners and we participate in some, helping us to share content.
We have very well identified the buyer person and the job description, Linkedin is wonderful for that. Usually we make sponsor content, which is a banner that is seen in the feed, and mail messages, moving eBooks and webinars by personalizing the message.
In Google Ads we have Brand campaigns, category fleet management software like, more approximate to purchase intention, and we did things from competitors but it is something a bit intrusive.
1:09:50 Can someone who doesn’t have any inbound?
WordPress allows you a pretty good web page to make content, it allows you to make good forms. Mailchimp works great for email flow management. There is Zapier that helps to have records of the forms. You can do it a bit more manually but it can be done with various tools.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus