BNM Analytics Case Study
BNM Analytics is a consulting firm focused on Robotic Process Automation (RPA) with AI. They particularly focus on fast-moving consumer goods (FMCG) firms worldwide, optimising data use or automating manual or repetitive processes.
325% increase in dwell time on the website
26% increase in sales conversions
Whilst putting together the content strategy, we concluded that checklists were overdone and people don’t want to exchange details for them. We needed something that would fit into the process, which was designed to help the target persona identify if their organisation was ready for digital transformation or automation. This sparked a lightbulb moment.
We had recently designed and built a customised continual professional development platform (CPD) for another client, which prompted an idea to create an experience within the B2B marketing strategy.
Many of us have completed those questionnaires where the questions are marked 1-6 with 1 being least likely and 6 being most likely. Well, we took this idea and the need for a checklist and created a platform that uses a quiz to help the persona establish where their business is and receive advice on what they could do based on the results of the quiz.
This is presented visually and then emailed to the persona giving the business visibility on a potential lead and where they are in their journey. Enabling BNM to outreach and have a clear understanding of where they can be helpful to the prospect prior to starting a conversation.
We then linked HubSpot to the output-triggering workflows to nurture the prospect down the funnel.
From the client's answers to the assessment, BNM were able to learn how different businesses view the same problem as well as how to personalise the outreach of their sales approach.
By enabling the use of an interactive tool, website traffic increased, the pipeline increased, and we have gone on to use this as a basis for other projects with similar requirements.
This initial platform inspired BNM to create two further platforms that connect to the questionnaire.
The first enables the persona to list the processes that the organisation wishes to automate and prioritise them on a .csv file by importance and urgency. They can then upload that to this platform, producing a graph and roadmap for the company.
As a recently delivered solution, we are currently monitoring the success of the platforms and their adoption. However, early feedback is that BNM is in talks with new opportunities, so the early signs are good.
Again, this type of solution is innovative, tech-driven is a hallmark of BIAS and we love working with companies that really do embrace technology and use it for its best case. We will take learnings from this and apply them to future customers, down the line.
The final platform is a project planner, where the persona can design their roadmap.
Each platform sends the data to the prospect, building a clear picture of how engaged the prospect is with the process and BNM. The resulting activity is recorded in the contact record in HubSpot, enabling us to create a lead-generating experience tied into a platform pipeline.