Services:Web design leading to growth and content strategy. |
Company size:Medium |
Segment:Education |
Objectives:Generate qualified leads, optimize funnel conversions and close more sales. |
About Facturama
Facturama, is a company founded in 2012 in San Luis Potosi, Mexico. Three entrepreneurs saw the opportunity to solve the problem of electronic invoicing by creating a solution that was easy, intuitive and always oriented to the user's needs.
Facturama has participated in acceleration programs such as Startup Lab and 500 Startups. Its product is the most user-friendly invoicing platform and accounting service in Mexico,according to Entrepreneur.
It is a tool that facilitates invoicing processes with a great tool, excellent service and a unique experience. The company currently serves more than 16,500 clients throughout Mexico.
The problem
Facturama faced the challenge of increasing its volume of new customers month after month. Their main lead generation strategy up to that point was paid advertising on Google. While it helped generate a few more leads, they were not reaching the desired volume of sales to meet the growth goals the company needed to scale. They also had an occasional blog post oriented to update their current clients on how the platform worked.
The main problem was that their efforts were not generating the qualified leads the company needed to convert them into customers. They had invested a lot of time and money in capturing those prospects, doing it in a traditional way (outbound) and they were not achieving the desired sales to reach the established goal.
When they began to look for a solution, they found a Digitalegia publication that caught their attention, that's how they got to know the Inboundy method better and decided to test its scope.
The Solution: HubSpot and Algebraix, the Perfect Combination
They knew that if they needed to improve the quality of their prospects they needed to change the strategy they had been using so far. That's why they started by designing their Buyer Persona to know very well to whom the message would have to be addressed, then they analyzed the Buyer's Journey to be able to design a content marketing and lead nurturing strategy.
To carry out the work proposed in the strategy, it was decided to use RD Station, a complete digital marketing management and automation tool.
The contents were varied and in different formats, from articles for the Blog, Infographics, Checklists, Webinars, eBooks, Guides and even Videos.
Some examples are:
- [Checklist] How to generate my first invoice without dying in the attempt?
- [eBook] The tax obligations of an online store
- How to fill out a fee receipt?
The Results
After a year of joint work between Facturama, Digitalegia and RD Station, all the investment in time and money, analysis and execution, the results were amazing.
Facturama understood their Buyer Persona much better as well as the process that each one of them goes through before deciding to become their customer, allowing them to improve their users' experience.
In the same way, unexpected results were obtained, such as the use of functionality within the platform's modules that were not used before and that were discovered through the generated content.
The main results achieved were: