Social Liaison's innovative approach to lead generation for TR Group Australia revolutionised the way the company captures and manages leads. By developing a bespoke CRM system integrated with Meta's advertising platforms, Social Liaison ensured a higher quality of leads, improved conversion rates, and a more efficient sales process. This case study exemplifies Social Liaison's commitment to leveraging technology and strategic insight to drive marketing success for its clients.
TR Group Australia, a leader in heavy commercial trailer and prime mover hire, sought to expand its customer base and enhance lead quality for its new Minto, NSW, location. Despite a vast array of products and a strong market presence, TR Group faced challenges in effectively capturing and nurturing leads through digital channels, particularly on Meta platforms such as Facebook and Instagram.
The previous lead generation efforts, while successful in generating volume, fell short in lead quality, significantly impacting the sales team's efficiency and the overall conversion rates. The reliance on basic digital marketing tools and manual processes hindered the ability to track, optimize, and tailor the campaigns to meet TR Group's unique needs.
To bridge this gap, Social Liaison devised a strategic plan to overhaul TR Group's lead generation approach. The introduction of a bespoke CRM system, developed in Airtable, aimed to seamlessly integrate lead management with Meta's advertising tools. This strategic pivot was designed to empower the sales team with real-time lead notifications and detailed lead insights, thereby enhancing the quality of leads and enabling a more dynamic campaign optimisation process.
Implementing this strategy faced several hurdles, including ensuring the seamless flow of data between Meta, the CRM, and the sales process, as well as training the sales team to efficiently utilise the new system. However, through diligent execution and ongoing adjustments, the rollout succeeded in establishing a highly efficient lead generation and management ecosystem.
The climax of this initiative was the integration of the CRM system with Meta's Events Manager via a Zapier API connection. This innovative solution allowed for the automatic feedback of lead quality data (Closed-Won or Closed-Lost status) back to Meta, enabling the platform to optimize for high-quality leads in real-time. This gamble required meticulous planning, testing, and collaboration between Social Liaison, TR Group's sales team, and technology partners.
The result was a transformative impact on TR Group's lead generation efforts. The quality of leads improved significantly, as evidenced by higher conversion rates and positive sales team feedback. The campaign not only achieved but exceeded its targets, showcasing the power of integrating advanced CRM solutions with digital advertising platforms. TR Group Australia now enjoys a streamlined, effective lead generation process that is both scalable and adaptable to future market dynamics.
→ Meta Paid Social ads management
→ CRM integration with Meta Conversions API
→ Consulting & Training of Sales Team on use
→ Creative Strategy
→ Messaging Architecture
→ Advertising Optimisation
→ Creative Execution Consultation