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CASE STUDY

Inbound Marketing Reduces
Customer Acquisition Cost
&
Shortens Sales Cycle

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  • COMPANY
    Continuing Care Retirement Community (CCRC) with At-Home Services
  • LOCATION
    Service areas in 4 metro areas
  • INDUSTRY
    Not-for-profit
  • KUNO SERVICES PROVIDED
    Inbound Marketing & Demand Generation
COMMON QUESTION
“After I retire, do I really have to move into a retirement facility?”
This is the question every CCRC must address as industry studies show that baby boomer and even Generation X populations continue to question whether they ever want to live in a retirement facility. Many have watched family members go through these phases, and they aren’t thrilled with the idea of going down the same path. Many CCRCs are quickly creating and expanding services that allow older adults to safely and comfortably remain in their homes as they age.
THE CHALLENGE

A better way to reach new customers

Just like marketing CCRCs, marketing these at-home services is a challenge. Choosing a retirement community or an at-home service is a big decision and therefore resulted in a sales cycle that averaged three to five years. Using traditional marketing methods that included direct mail, print and radio, the Customer Acquisition Cost (CAC) was not decreasing as revenue grew.

Talk to a Kuno Consultant about shortening your sales cycle and lowering CAC

While the organization had past success with these tactics—especially direct mail—the CAC was still high. Results from direct mail that worked well in one location in the last five to 10 years were trending downward slowly. With plans to expand service to additional metropolitan areas, it was necessary to move budget dollars from these traditional marketing channels to the digital arena with a focus on content marketing and very targeted advertising on search and social platforms.

The Processes

How we did it

To be successful, marketing efforts had to do two things: 1) educate the prospect on the idea of staying in his or her home, and 2) inform the prospect about the available at-home services.

The combination of demand generation and content marketing proved to be extremely successful.

Here’s what happened:

Through investigative research, the Kuno team learned that many older adults simply don’t realize they can safely remain in their homes as they age. To educate older adults about their options, we created great content in the form of blog posts, eBooks and infographics.

Then, the demand generation and content teams worked closely to promote both upcoming seminar events and relevant pieces of gated content.

Data gleaned from the marketing automation platform (HubSpot) told us our audience was very active on Facebook and were interested in topics such as brain health and dementia.
  • Kuno used Facebook to educate highly targeted audiences and build the marketing database with top-funnel prospects
  • We used search marketing (Google AdWords) to promote mid-funnel offers such as live seminars and online events (webinars)
  • We used marketing automation to nurture prospects to a sales-readiness status
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THE RESULTS

Inbound Marketing

Analyzing year-over-year (YOY) comparisons, there were noticeable improvements in length of the sales cycle, which impacts the CAC.

42-month

DECREASE IN THE SALES CYCLE WITH HALF OF NEW SALES

24%

decrease in CAC while services were expanded to 3 new locations

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