The Syllabus:
The Pedowitz Group is a strategy-to-execution consulting group that enables businesses to blaze new trails and deliver groundbreaking results in a digital world. In 2021, the internal marketing team at The Pedowitz Group made customer experience a priority across all channels and campaigns. One of their strategies was to lower the barrier to conversion for their ICP.
Lesson Plan:
The Pedowitz Group launched an interactive campaign featuring chat bots and dad jokes. The initiative involved:
- Removing all content forms from its website in favor of chatbot asset delivery via Drift
- Embedding calendar CTAs vs “contact us” CTAs on product pages to immediately book calls with sales via Calendly
- Creating chat experiences to humanize the brand using dad jokes
- Designing unique chatbot experiences for known customers and ICP accounts based on intent data from 6sense
Report Card:
As a result of these tactics, The Pedowitz Group was able to:
- Increase contact us form conversion by 10% (YoY comparison) due to lowered barrier to book meetings
- Acquire net-new logos with deals 2x to 3x the average sale price of marketing-sourced bookings
- Double marketing’s attribution to revenue in comparison to the last five years’ contribution percentage average.
Report Card:
As a result of these tactics, The Pedowitz Group was able to:
- Increase contact us form conversion by 10% (YoY comparison) due to lowered barrier to book meetings
- Acquire net-new logos with deals 2x to 3x the average sale price of marketing-sourced bookings
- Double marketing’s attribution to revenue in comparison to the last five years’ contribution percentage average.
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