How WATI increased its conversions by 26% & scaled its business by 2X through First Party Data Activation, Enrichment & Attribution

Meet the Brand

WATI is a WhatsApp Business API platform that automates marketing, sales, service and support. It helps businesses communicate with their customers through WhatsApp by using features like broadcast messages, chatbots and shared team inboxes. WATI helps businesses personalize communication and increase sales.

The Challenge

• 1

  Lead Prioritisation

  The sheer volume of the leads meant they had to immediately find a way to prioritise leads. If not done, they could lose out on valuable revenue.

• 2

  Lack of Content Personalisation for Shopify Leads

  They wanted to add personalisation for all their leads that were active on Shopify. They are Shopify partners and therefore wanted to implement a highly personalised approach for all their Shopify leads to maximise conversions

• 3

  Optimising Google and Meta Ads Campaign

  Optimising Google and Meta Ads Campaign: They also realised they could leverage the graded and vetted leads to optimise their Google Ads and Meta campaigns so as to maintain lead quality and conversion rate, as they optimized marketing ad spends

• 4

  Accurate Mapping of Customer Journey

  WATI also wanted to map the Customer Journey so as to better focus their Marketing Efforts on channels that deliver results.

The Solution

WATI had to tackle a huge lead volume& prioritise their lead outreach. They used HubSpot as their CRM. They wanted to make it their Marketing Data Warehouse, but no first party data activation platform offered that feature. Other CDPs could only work as long as a data warehouse was kept at the centre. As a result, they could not seamlessly integrate with the brand's existing martech.

Using EasyInsights made all the difference - it transformed HubSpot into the Central Marketing Data Hub for WATI

WATI also wanted to optimise their ad spends, enhance conversion of Shopify leads through personalised content marketing& get a complete picture of their customer journey

There were 3 solutions proposed by EasyInsights -

• 1

  Accurate pixel tracking by EasyInsights for mapping customer journey

• 2

  Optimising Google and Meta Ads Campaign

• 3

  Lead Enrichment via third-party lead enrichment tool

The Implementation

The Result

• 

  Scaling the Business

  As the lead prioritisation was set up, other systems like ad campaign optimisation, contextual ad campaign targeting, the sales team approach& retargeting campaigns were further refined.

• 

  This calibrated approach has now resulted in 66% increase of daily lead volume, without any adverse change in the conversion rate of leads

• 

  HubSpot as the Marketing Data Warehouse

  No first party data activation platform or Composable CDP in the market offers what EasyInsights does - seamless integration of all your marketing, sales and analytics tools within the current marketing tech stack. Other Platforms specifically need that the Data Warehouse should act as the Marketing Data Warehouse& from there they can send data to CRMs/Ad Platforms/Customer Engagement Platforms (CEPs), etc.. But EasyInsights breaks the mould - by literally having the ability to send data from anywhere to anywhere.

  Moreover, with Calendly Integration , the sales funnel was streamlined as now the Sales team had a complete view of the demos scheduled vs. demos given. The brand can now formulate its follow-up strategy accordingly

• 

  First party data enrichment of leads in real-time

  By connecting third-party lead enrichment tool with HubSpot, all leads were enriched in real-time by third-party lead enrichment tool. This process was automated. Depending on the parameters defined by the brand, the leads can now be filtered from highest priority to the lowest priority. Now the Sales Development Representatives can distribute the leads among themselves& a more targeted approach can be deployed by the Sales Team to maximise conversions. An uptake of 26% in conversion was seen

• 
• 

  Optimising Google Ads and Meta Marketing Campaigns

  After first party data enrichment, WATI was able to carry out lead segmentation based on lead quality, lead priority, demography, behaviour, etc.. Now the brand was able to use these segments to refine their retargeting campaigns& use them for audience suppression as well. This greatly optimised their marketing efforts and yielded an ROAS of 40%. They were able to create better lookalike audiences to better target their audience.

• 
• 

  Personalised Content Marketing Efforts for Shopify

  EasyInsights' First Party Data Enrichment was used to identify if an account/lead was listed on Shopify. EasyInsights then created a custom attribute on HubSpot that indicated if a business was listed on Shopify. This audience segment was sent a highly curated marketing content. Therefore there was an increase of 26% in conversion rate of Shopify leads

• 

  Accurately Mapping Customer Journey

  EasyInsights set-up GTM for the brand, tracked gclid and was able to accurately deliver all touchpoints of a customer as they interacted with the brand. WATI integrated EasyInsights' pixel to collect their users data via first party server side tracking. EasyInsights build the whole customer journey for WATI to understand the customers behaviour in comprehensive way.
  
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