TL;DR
- In-house acquisition can generate very strong results, provided it is structured methodically.
- Acquisition performance does not depend only on lead volume, but also on the sales team’s ability to process those leads.
- Testing value propositions is essential when a company launches a new offer in a still-maturing market.
- Qualification through forms helps improve segmentation and the quality of leads passed on to sales teams.
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Challenge / Objective
Founded at the end of 2023, Zilo Energie aims to deploy 10,000 solar power plants over the next five years.
To reach this objective, the company needed to increase its brand awareness in France while launching a new offer in the residential solar market.
The challenges were therefore to:
- Quickly implement a solid acquisition strategy.
- Define an adapted go-to-market approach.
- Test different value propositions.
- Identify the most impactful message.
- Target the most relevant audiences.
- Structure qualified lead generation.
Zilo Energie chose Bulldozer for its expertise in lead acquisition and marketing, in order to address its visibility, structuring, and growth challenges.
Strategy
To meet these objectives, Bulldozer deployed a strategy in several steps:
- Launching advertising campaigns on Google and Meta.
- Testing 5 different value propositions.
- Testing 5 visuals to identify the best-performing messages and formats.
- Setting up an acquisition funnel to qualify leads according to Zilo Energie’s strict criteria.
- Evolving the acquisition strategy with forms via Tally.
- Creating a more personalized and complete questionnaire to facilitate lead segmentation.
Results
- Cost per lead divided by 3.
- 1,000 qualified leads generated.
- Structuring of a first solid acquisition setup.
- Better understanding of the best-performing messages.
- Realization of the importance of a robust sales process to convert generated volume.
