P3 specializes in developing, owning and managing environmentally sustainable industrial properties across Europe. The P3 portfolio of 3 million square meters across 9 countries includes 145 logistics properties. The company also has more than 1.3 million square meters of land for further development and construction.
P3 approached BBN to help them expand their client portfolio in the Czech Republic by better targeting of marketing communication, more accurate segmentation of potential customers and effective lead nurturing.
Using know-how shared between BBN partners we mapped the strategic goals and needs of the client and implemented a comprehensive contact marketing strategy.
As part of this strategy we implemented and set up marketing automation using SALESmanago, combined with a creative mix of different communication tools. These tools included a new landing page of the main benefits of P3 in the form of successful client stories and an animated video for the website site. We produced case studies on each of the six communicated benefits, and created case study videos for each.
We also needed to train personnel at P3 to work with the system as it was connected to their B2B call centre, who actively works with data and conversion funnels and passes the current “hot” Lead directly to sales representatives.
We created a series of newsletters distributed through the automated marketing tool to a database of existing clients, as well as to new potential clients.
Based on the P3’s requirements, we set up automation rules for mailing, including creating forms and pop-ups, and rules for evaluating the creditworthiness of contacts based on their activity through lead scoring.