It was December 2019 when a German nutraceuticals manufacturer sent us an email to meet.
Turns out, they didn’t get many inquiries as before – they blamed the economy, the market and the growing competition.
They produced a range of vitamins, from simple Vitamin D to special formulations. They had all the equipment in place, all the ingredients, the certifications and the employees and formulators to make anyone’s dream a reality.
What they didn’t have, as customers.
“If we do not do something within the next six months, we will be shutting down,” said to me the owner, a middle-aged German biotech engineer.
Centis had the solution.
The content was not going to make it, not at their time frame, and they tried ads before and failed.
The owner was desperate and wanted to try something new.
“I might have just the solution for you”, I said.
“Sure, I am open to any suggestions” he replied.
“Your solution is… quizzes”, I responded, with a calm, but firm voice. And I shut up waiting for an angry response.
“What? Quizzes? These are for kids! We do not sell kids’ entertainment here. Do you understand what we do? Have you seen our website?” he responded angrily, obviously irritated with my response.
“I have. And your solution is putting up a quiz and driving traffic to me. Here, let me explain what I mean…”
I explained to him that quizzes are the ultimate lead generation tools. I showed him how, with the use of a quiz, he could have hundreds of interested retailers taking the quiz, and then find what they wanted to buy.
He was sold.
Here is how we took them from 10 leads to 30,000 leads within a year.
The first goal was to generate brand awareness across the European retailer market, with a focus on brick & mortar stores and big chains.
The second goal would be to incentivise leads to fill out the quiz and then have them book an online appointment with their sales team.
Here is how we did it.
First, we analysed what their current customers wanted when they first came to them.
This part is crucial, as we identified patterns in their buying behaviour.
What we did is that we ghost-wrote an email which then their sales team sent out to all their customers, with the hopes (and a bit of an incentive) to get some feedback.
We started getting replies, so we identified a pattern. Most people were indeed from the retail space, some were buyers of large chains in the UK, Germany, Belgium and so on.
And all of them wanted private labels. Only two wanted a custom formulation.
Armed with this information we started formulating the quiz. Due to NDA, which is still in effect and the fact we didn’t know that we would use this as a case study, we will post some questions we used below instead of screenshots (that we are not allowed to take).
Key Takeway:Before anything, make sure you understand your buyer. Think about your audience before you create your quiz. This manufacturer knew nearly nothing about their buyers – except of their orders, so a preliminary questionaire helped us to understand who their ideal audience was.
The quiz (and every quiz) starts with the name of the participant, so as to be more personalised.
Some of the questions were:
- When it comes to selecting a supplement manufacturer what is the single most important thing you are looking for?
- A wide choice of supplements
- Low cost
- Quick fulfilment
- Quality above all
- Are you looking to private label off-the-shelf formulations or create custom ones?
- Private label
- Custom formulations
- How would you define support from your manufacturer?
- To be available when I pick up the phone
- To reply to my emails within hours, not days
- To solve any problems that arise during the fulfilment
- To keep me up to date with the process of my order
- Other (please be as detailed as possible).
After the quiz questions were approved, we loaded them up to our quiz platform and embedded them into their website.
We then used Mailchimp to connect the quiz takers with email cadences and educated their sales team on how to use an online calendar.
The email workflows were:
The “Thank you for taking the quiz workflow” – upon filling up their name and address and hit “Take Me to My Results”. This was made of six emails that:
- Thanking the buyer for taking the quiz
- Indoctrinating them in the brand
- Introducing them to their products
- Showing them customer testimonials of other successful buyers
- Surveying them to learn more about them and essentially at the end of the survey, they would be presented with a calendar
The “Thank you for booking an appointment” workflow:
- Anyone who filled the calender was automatically ejected from the first sequence and they were sent:
- A “Thank you for booking an appointment” and instructions on how to be prepared for the meeting.
- An email that indoctrinated to the brand and the types of vitamins they had.
How we achieved the 30,000 leads in one year
The quiz was just the pathway. The real challenge was to find, identify, and send traffic via Facebook.
But wait, why Facebook? Customers who buy B2B do not buy on Facebook!!
Yes, and no.
Yes, most B2B buyers do not use Facebook to buy stuff for their business. They use Google Search most of all.
However, you forget that B2B buyers are humans, like you and me. They have families, they have kids, and guess what? They use Facebook as any other human being. Plus Facebook had the lowest cost per click of any other medium we knew.
So the bored buyer at Boots might check her Facebook while at work. And guess what? She would see our quiz!
To make things easier, we wrote an article that outlined the 10 best ways to create private label vitamins from a german manufacturer. Then we installed an inline banner across the article.
Customers would be intrigued to see an article that addressed one of their pain points (identified in the first step above) and then they would read the article.
We then created two campaigns, each with its own split test:
- One was directing people directly to the quiz page
- The other was directing people to the article.
Whilst we didn’t see much difference in ad cost when we directed people to the article, we decided to change the objective of the Article campaign and turn it into brand awareness.
The reason was that it took longer for people to click on the banner and enter the quiz. Some abandoned the article, and some clicked the banner and left.
- 80,251 unique visits within the year that were all retargeted
- 29,373 leads in their database (approx. 2,500 leads per month entering their database – there were store owners, B2B chain buyers, Amazon sellers and eCommerce sellers)
- 2,576 appointments booked (around 7 per day, for a team of 5 people)
- 1,800 became customers over the course of 12 months (a 6% lead to customer conversion. This had nothing to do with the quiz, as they had to book an appointment and then the sales team had to make an offer)
- 800 Euros spent per month targeting the UK, Germany, Belgium, Spain France and Switzerland – a total investment of 9,600 Euros within the year
- Average CPL (Cost Per Lead): €0.34 (the first week was €1.50 which was frightening, – but not that frightening with their previous results with Google Search where they paid €15.00 per lead)
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