Leveraging AI & Automation With Irish Business Valuations
Situation With Irish Business Valuations
Irish Business Valuations, based in Dublin, provides expert independent valuations for purposes like business sales, shareholder disputes, tax planning, and acquisitions. Leveraging data from over 36,000 transactions, they deliver objective insights to support informed decision-making.
Irish Business Valuations required a streamlined and efficient approach to their lead generation efforts on LinkedIn. The challenge was to implement modern tools, including AI and automation, to enhance engagement, retarget leads, and boost efficiency without adding complexity to their workflow.
My Task
Develop and execute a strategic workflow process to reduce the time-consuming task of qualifying newly acquired leads on LinkedIn.
Current Lead Qualification Process
New Lead is Acquired
An interested consumer fills out the lead generation form on LinkedIn providing their name, email, and reason for business valuation.
'Information Gathering' Email
Within 24 hours, an 'information gathering' email is manually sent. This contains questions necessary for qualifying the lead and beginning the valuation process.
Lead's Responce
The lead responds with the necessary business information. Once received and reviewed, the valuation process can begin.
My Action
Automated Email System
Using MailChimp & Zapier I developed a 3-step email system where users automatically received the 'information gathering' email without any manual input.
3-Step Process
After 24 hours, the user received the first 'information gathering' email system. Once the information was submitted the lead would be exited from the workflow; if not, after 3 working days they would receive a follow-up email with the questions. If still not submitted, the system will wait 5 more working days and send another follow-up email with the questions again.
Automated
Email
System
The Result
The Result
We experienced a significant drop in 'information gathering' email responses (approximately -50%).
But Why?
Irish Business Valuations USP is strong interpersonal and relationship-building abilities, which sets them apart from larger competitors.
Introducing an automated email system at the beginning of the relationship undermined trust and damaged the USP.
Learnings & Takeaways
Automated workflows are successful in re-engaging disengaged leads or customers in low-involvement marketing scenarios.
However strong and long-lasting interpersonal relationships are necessary for success when making high-involvement decisions, like business disposals.
.png)
Some of my LinkedIn Campaign Visuals
