How BMW Motorrad Thailand achieved a 22% decrease in uncontactable leads with Driftrock
Their Story
BMW Motorrad is a renowned motorcycle manufacturer specialising in premium motorcycles and related accessories.
They were looking to improve the quality of leads generated through their campaigns in Thailand, particularly on Meta (Facebook and Instagram), to ensure their sales team was focusing on the most promising prospects. The main challenge was the occurrence of invalid and uncontactable leads, which were wasting time and resources, preventing the team from effectively converting high-quality opportunities.
The Problem
BMW Motorrad Thailand's campaigns on Meta platforms were successful in generating leads, but there were several challenges impacting lead quality:
- Lead Quality Issues: The campaigns generated a steady stream of leads, but many were invalid or uncontactable.
- Wasted Time and Resources: The sales team was spending time chasing leads that were ultimately not actionable, leading to inefficiencies.
- Missed Conversion Opportunities: Invalid leads meant that high-potential customers were being overlooked or not contacted promptly.
These issues were limiting the effectiveness of their sales process and needed to be addressed to improve the efficiency of their lead management. This was reflected in 36% of leads being uncontactable.
The Requirements
BMW Motorrad Thailand was looking for a solution to:
- Reduce the Rate of Invalid and Uncontactable Leads: The primary goal was to ensure that only valid, contactable leads reached the sales team, freeing up resources for genuine prospects.
- Maintain or Improve Lead Volume: While lead quality was critical, it was also important to sustain or even increase the number of leads generated.
- Efficient Lead Validation and Follow-Up: They needed an automated system to quickly validate leads and ensure that sales teams could follow up without delays.
- Data Insights and Reporting: The solution needed to provide clear insights into lead quality by channel, campaign, ad set, and ad level, along with the ability to track downstream conversions.
BMW Motorrad Thailand considered in-house solutions, automation tools like Zapier, and standard CRM connectors. None of these options included out-the-box lead quality controls, lacked automotive-specific features, and resulted in costly setup and maintenance costs. Ultimately, BMW Motorrad Thailand chose Driftrock for its specialised, ready-to-use solution with essential automotive features like data, model trees, and lead validation.
The Solution:
Driftrock helped BMW Motorrad Thailand improve their lead quality through a comprehensive set of features:
- Lead Validation: Driftrock’s Lead Validation system filtered out incomplete or invalid leads in real-time, ensuring only actionable leads entered the CRM. This process was completed in less than one second, allowing for immediate follow-up by the sales team.
- Reporting and Conversions API Integration: Driftrock’s downstream conversion tracking and Dashboards allowed BMW to monitor high-quality lead signals in detail, breaking data down by channel, campaign, ad set, and ad level. This provided actionable insights into lead performance.
- Automated Optimisation: Driftrock’s AI-driven algorithmic optimisation automatically improved lead quality over time by adjusting campaigns based on performance data.
- Lead Management: The integration of Driftrock’s data mapping and transformation tools ensured that lead payloads were structured consistently, containing all necessary details for the sales team to act upon.
These tools worked together to streamline BMW's lead generation process, allowing the sales team to focus on genuine prospects.
The Results
The collaboration between BMW Motorrad Thailand and Driftrock produced measurable results:
- 22% Decrease in Uncontactable Leads: BMW was able to decrease the number of uncontactable Leads, without sacrificing the overall volume of leads generated.
- Improved Sales Efficiency: With fewer invalid leads, the sales team could focus their efforts on genuine prospects, maximising outreach efficiency and improving conversion potential.
- Higher Conversion Rates: The increased focus on high-quality leads resulted in improved conversion rates, as the sales team had more time to nurture valuable prospects.
By automating the validation process and improving lead quality, BMW Motorrad Thailand achieved a more efficient and effective sales pipeline
"Driftrock has been a game-changer for our lead generation process. With their Lead Validation system, we’ve experienced a remarkable improvement in lead quality. Only qualified leads are routed to our CRM, enabling our sales team to focus their efforts on the best opportunities without delay. This streamlined process has maximised efficiency and ensured faster follow-ups, driving better results for BMW.” Monika Gürtler, BMW Motorrad, Area Manager Marketing for Asia-Pacific, China, Russia, Africa.
