Liquid Voice
Liquid Voice is one of the leading privately owned specialists in interaction capture and analytics with customers worldwide. Like many of Cremarc’s clients, they have been working with us for a while. Since 2019, in fact.
About Liquid Voice
One of their focuses in 2023 was to help organisations in the contact centre space become more compliant, without the huge overwhelm that usually goes hand in hand with the required criteria. You’ll know the sort of arm-long list if your business has ever applied for an ISO certification…
Generally, contact centres are in a difficult position at the moment. As the front-line of customer service, they deal directly with vulnerable customers every day. With the cost-of-living crisis, the imminent recession, and the legacy Covid problems, there are more vulnerable customers than ever.
In fact, the percentage of people described as ‘vulnerable’ during the pandemic rose from 10% to 20%. This was something that Liquid Voice knew they could help out with. They have the perfect solution and expertise for compliant interaction recording, as well as legacy recording management, but they needed to communicate this with contact centres in their target regions.
The challenge
Liquid Voice are one of the leading privately owned specialists in interaction capture and analytics with customers world-wide, and have been working with Cremarc since 2019. One of their focuses in 2022 was to help organisations in the contact centre space become more compliant, without the huge overwhelm that usually comes hand in hand with the required criteria.
Contact centres are in a difficult position at the moment. Being the front-line of customer service, they deal directly with vulnerable customers every day. With the Cost-of-living crisis, the imminent recession, and the legacy Covid problems, there are more vulnerable customers than ever.
In fact, the percentage of people described as vulnerable customers, during the Pandemic, rose from 10% to 20%. This was something that Liquid Voice knew they could help out with. They have the perfect solution for compliant interaction recording, as well as legacy recording management, but they needed to communicate this with contact centres in their target regions.
Objective
Our objective was to bring a steady flow of leads in from relevant organisations. These leads had to be organisations with call or contact centres that were looking to become more compliant through better interaction recording and management.
Targeting
First, we had to identify the number of relevant contact centre employees that we wanted to communicate our message with. We were only looking for decision makers, management, or team leaders. We knew that these were the people that could really make an impact on the organisation in transitioning to compliant interactions.
We identified that although the contact centre market is worth upwards of £280 billion, we could feasibly speak to around 44,000 relevant people in Liquid Voice’s target regions.
With plenty of experience in LinkedIn Ads, and PPC advertising in general, this was a challenge that we could take on with ease. From the targeting, to the creative, and from the messaging to the automation funnel, we had it covered.
Hero Content
I always say the same thing when it comes to gated content; it needs to be relevant, important and helpful. Too many people clickbait lead gen forms, thinking that it doesn’t matter what a user’s experience is beyond the form fill. Of course, most good marketers will understand that this leaves a bad impression for your brand, and it’s one to avoid at all costs!
Offering something of value to the prospects was a sure-fire way of gathering lead details. Due to email marketing spam and unsolicited communications from brands, it is now harder than ever to capture alead’s personal contact details. We produced an 8-page guide on how contact centre managers can avoid compliance overwhelm.
With this in mind, we designed a thorough 8-page guide for contact centre managers on how they can avoid compliance overwhelm.
Prior to this engagement and soft conversion step, we needed to capture our audience’s attention.
This is where sequential advertising and impactful creative come in.
We knew that we had to offer something relevant, important, & helpful
Sequential Advertising
We started off by feeding our LinkedIn audience with sponsored organic posts around the topic of compliance, and even some thought leadership content around supporting vulnerable customers through these difficult times.
We gathered a narrower audience of engaged prospects and generated a mini retargeting campaign across the LinkedIn Audience Network to raise TOFu/MOFu awareness and mental availability.
Impactful Creative & Messaging
We knew that we had to make an impact and grab our target audience’s attention. With most people seeing up to 5,000 digital ads each day (1), we had no choice but to break through the noise.
LinkedIn Ad campaign groups with 5 different ad creatives receive a +20% or greater improvement in click-through rate, so we made sure to include 15 creative and copy variations and A/B test over time.
(1) https://www.nytimes.com/2007/01/15/business/media/15everywhere.html
The Result
After running the campaign for 3 months, we received roughly 5 leads per week directly from the LinkedIn campaign, with an additional couple of inbound form fills via the website. Liquid Voice were really pleased with the campaign results and ongoing optimisations that the Cremarc team carried out to transition this sales activation campaign into evergreen lead generation activity.
Your Integrated B2B Digital Marketing Agency
We believe we offer true and unique value to our clients across digital marketing. What makes us different is that we are not just experts across every part of the digital world, we are also experts in the tech sector, bringing that all important context into what we do. This enables us to deliver significant value.
Have something on your mind that you’d like to chat about? We love to bounce ideas around and help any way that we can, so please feel free to reach out.
