Lead Generation, Customer Relationship Management and Email Marketing

Branding is crucial in today’s world. Clearly stating what your brand stands for, what it offers to consumers and creatively and consistently building engagement is essential. Sherlock uses a variety of tools to achieve this. To maximise positive brand awareness and, in-turn, increase sales, we position our clients to their target consumers at the right time using the right platforms. There are three important tools we use to achieve this: lead generation, customer relationship management and email marketing.

Lead generation is a vital way of for clients to engage with their target audience. It triggers a consumer’s interest in a product or service and is used for a number of purposes including sales leads, list building and e-newsletter list acquisitions. The leads we gain, either digitally through personal referrals or through advertising and events, provide an opportunity to gain more business and increase sales.

Brazil, like the rest of Latin America, is a big consumer of smartphones, tablets and other digital communication devices. Brazil currently has over 220 million smartphones in use, over one for every citizen. The increasing amount of time users spend online presents a fertile ground for email marketing. Sherlock is passionate about developing functional, tested templates as part of our campaign strategy. We will develop content, email personalisation and automated campaigns utilising different programmes and software including email service providers and CRM systems. This enables us to grow and segment our client’s target audience and optimise campaigns by providing useful monitoring metrics.

Applying for awards to gain recognition is another significant lead generation if displayed well on a client’s website. Clients’ blogs are a great tool to update their followers on the companies’ achievements. Sherlock creates content that includes both educational and self-promotional content providing another opportunity to generate leads.

Using a four stage process we work closely with our clients to completely understand what they want to achieve and then we aim to surpass it!

1. Clarify and concentration of effort: We work closely with our clients to define and quantify their strategic and commercial goals. We identify where our clients brand should be focused, who, where and which platforms their target consumer engage with and them map prospective lists. We also define the ‘personas’, specific profiles of the consumers so we can really target content which resonates and drive a response: engage with the brand and buy the product.
2. Add acumen and attain team agreement: Through working with the clients’ in house team we really want to fully comprehend their consumers’ needs and behaviours so we can develop a comprehensive plan. Our multi-lingual in-house expertise segments the consumers into prospective groups, identifying key influencer and opportunities. We may seek attention from the disruptor or create concern about an issue and develop valuable propositions and insight.
3. Embed and set the plan into action: we plan in and outbound campaigns, identify critical calendar events by sector and organisation, decide when to approach, and select the right platforms. The team produces needs-focused content, tailored to each consumer segment using facts, figures and case studies to enhance their understanding. Collateral, such as infographics, emails, blogs, e-books, social media posts and web landing pages.
4. Maintain focus and monitor results: We programme our clients CRM tools to reflect and support new sales. Using agreed KIP’s and agreed key stages we update our clients using a variety of easy to understand metrics. This all enables us to measure the ROI, monitoring conversions rates at each stage of the plan and assessing which engagement platforms and tools have created the best outcomes.