Update landing page form strategy to support qualification and segmentation efforts
Posted: Sun Jan 05, 2025 8:40 am
In addition to creating an email campaign, New Breed updated ServiceTitan's demo request form strategy to better qualify incoming contacts by industry and tech force size. We simplified the industry field options in order to gauge if a prospect should be qualified or disqualified by industry (ServiceTitan focuses on HVAC and plumbing rather than solar and roofing businesses) and made tech size range options align with each of our four established buyer personas. Along with identifying bad-fit leads early on, this form strategy would allow ServiceTitan to serve up more relevant content to prospects based on their industry and growth stage.
Re-engage leads that fell through the cracks
To increase ServiceTitan's post-call engagement levels and win rates, New Breed created a re-engagement campaign to send to closed/lost contacts that had disengaged after their demo meeting with a sales rep. The vnpay database email workflow was designed to send 90 days after a deal was marked as closed/lost in the HubSpot database and was sent from the account owner to provide a personal follow-up. The email campaign provides the disengaged contact with links to relevant blog posts and video resources before asking them if the timing is right to schedule another call, thus providing an additional engagement opportunity.
Uphold inbound best-practices at every juncture to sustain meaningful connections with prospects
To uphold inbound best practices, we also worked with ServiceTitan to create a DQ (disqualification) email workflow series to replace their standalone DQ email. Companies who weren't qualified for a sales reach-out were enrolled in this DQ drip campaign, which focused on providing actionable tips for prospects to grow their business. The sequence was sent at a slower, monthly cadence and was intended to provide value and leave the door open for future contact with ServiceTitan in the event that they became more qualified or a better-fit product offering was created down the line.
By honing their content and SEO strategy to be in line with their ideal buyer personas, ServiceTitan increased their new contacts from 477 to 1,374 in January 2018, a 188.05% jump from the previous year. ServiceTitan's blog visits also increased from 807 in December to 1,383 in January, representing a 71% increase in organic traffic. From that traffic, they captured 835 new users in January, compared to 496 in December. Their web sessions increased by 77.32%, suggesting that updated and optimized landing page content was inspiring more sustained engagement along with inciting more site visits.
Re-engage leads that fell through the cracks
To increase ServiceTitan's post-call engagement levels and win rates, New Breed created a re-engagement campaign to send to closed/lost contacts that had disengaged after their demo meeting with a sales rep. The vnpay database email workflow was designed to send 90 days after a deal was marked as closed/lost in the HubSpot database and was sent from the account owner to provide a personal follow-up. The email campaign provides the disengaged contact with links to relevant blog posts and video resources before asking them if the timing is right to schedule another call, thus providing an additional engagement opportunity.
Uphold inbound best-practices at every juncture to sustain meaningful connections with prospects
To uphold inbound best practices, we also worked with ServiceTitan to create a DQ (disqualification) email workflow series to replace their standalone DQ email. Companies who weren't qualified for a sales reach-out were enrolled in this DQ drip campaign, which focused on providing actionable tips for prospects to grow their business. The sequence was sent at a slower, monthly cadence and was intended to provide value and leave the door open for future contact with ServiceTitan in the event that they became more qualified or a better-fit product offering was created down the line.
By honing their content and SEO strategy to be in line with their ideal buyer personas, ServiceTitan increased their new contacts from 477 to 1,374 in January 2018, a 188.05% jump from the previous year. ServiceTitan's blog visits also increased from 807 in December to 1,383 in January, representing a 71% increase in organic traffic. From that traffic, they captured 835 new users in January, compared to 496 in December. Their web sessions increased by 77.32%, suggesting that updated and optimized landing page content was inspiring more sustained engagement along with inciting more site visits.