EquiFirst, a national wholesale lending firm, was looking for ways to increase the lead generation and data capture from their tradeshow marketing program. In addition, they needed a reliable process for lead nurturing that increased their actual “leads-to-loans” ratio.
The EquiFirst Challenge – How do we turn our leads into clients?
Leads generated from a tradeshow are notorious for resulting in poor conversion into sales, or loans in this case. To facilitate a higher conversion rate, and therefore validate its marketing investment, EquiFirst utilized The Targeted Group’s Sales Accelerator Program to capture a higher number of clean leads and deliver a positive brand experience.
The Results:
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During the first two years of their program, EquiFirst’s revenue increased from $700M to over $1B in monthly loan origination
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Their click through rate went from 7.9% to 78.0%
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The program returned ten times the results of any other strategy
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The CFO found that actual leads to loans showed a 20X ROI
The Targeted Group Solution
1. Pre-event communications
As the initial step of The Targeted Group’s Sales Accelerator Program, a pre-event email campaign was launched to target EquiFirst’s existing clients and tradeshow prospects. Recipients received an invitation to access EquiFirst’s VIP Online Golf Academy. The email had a link that connected them to a full motion video streamed golf lesson featuring a personalized message and branding from EquiFirst.
2. Corporate branding at events
The Targeted Group set up a video capture station at each tradeshow event where participants had their golf swing captured on video and saved in Targeted Group’s computer database. Local Targeted Group representatives ensured that everyone had a great time and that each event ran smoothly.
3. Custom online golf academy
The Targeted Group designed and launched a custom online academy that event participants used to view their video lessons. This academy integrated branding from EquiFirst’s website and included hyperlinks to information about their services. The custom branded Academy ensured consistency in brand communications and fostered an increase in web traffic.
4. Event follow-up
A custom video lesson was sent to each participant after the event featuring an analysis of their golf swing. The lesson included personalized golf instruction that was designed to be unique, effective and long lasting. Featuring full-motion video, comparative modeling and telestration, the lesson showed each prospect their individual keys for success.
5. Lead generation
A backend user interface was created to provide detailed information about each prospect and track the effectiveness of the program. EquiFirst’s sales staff could immediately see participants’ contact information, when they viewed their video lesson, and how many times they returned. This system became integral in the success of EquiFirst’s post-event sales process.
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During the first two years of their program, EquiFirst’s revenue increased from $700M to over $1B in monthly loan origination
-
Their click through rate went from 7.9% to 78.0%
-
The program returned ten times the results of any other strategy
-
The CFO found that actual leads to loans showed a 20X ROI
The Targeted Group Solution
1. Pre-event communications
As the initial step of The Targeted Group’s Sales Accelerator Program, a pre-event email campaign was launched to target EquiFirst’s existing clients and tradeshow prospects. Recipients received an invitation to access EquiFirst’s VIP Online Golf Academy. The email had a link that connected them to a full motion video streamed golf lesson featuring a personalized message and branding from EquiFirst.
2. Corporate branding at events
