No.1 Palace Street Case Study

Targeting a super-niche audience with ABM, inbound strategy and HubSpot

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“Nexa delivered a comprehensive inbound and ABM strategy which converted 37% of prospects into sales qualified leads."

 

 

 

About No.1 Palace Street

No. 1 Palace Street is an exclusive real estate development in central London, a mere 100 metres from Buckingham Palace. The 300,000 sq ft development has been described as an ‘extraordinary heritage revival’, integrating five architectural styles and creating 72 private residences. 

Challenge

Nexa were tasked with generating a significant volume of marketing qualified leads and understanding intent based on trackable actions taken by each prospect. Due to the price of the residences in the development, a very specific approach to audience targeting and messaging was required. 

An Account-Based Marketing strategy was needed to identify ultra high-net-worth individuals living in the Gulf states. With the verified data obtained through ABM, Nexa’s challenge was to ensure the optimum open rate of campaign assets and generate engagement data to qualify leads before they were passed onto the No. 1 Palace Street sales team.

Solution 

From implementing the HubSpot CRM to delivering high-quality marketing leads, Nexa created a full inbound and ABM strategy, including:   

  • Creation of a No.1 Palace Street landing page in English and Arabic 
  • Implementation of a content strategy targeting ultra high-net-worth individuals 
  • Detailed lead scoring based on engagement, downloads, form fill and call back requests
  • Nurturing workflows to engage and encourage interaction with prospects 
  • Creation of advertising assets and search and social media campaigns
  • HubSpot CRM customised for the No. 1 Palace Street sales team 

Results

  • 37% of prospects contacted converted to sales qualified leads
  • Over £100m worth of live sales opportunities
  • Optimised marketing campaign management from the HubSpot CRM
  • Real-time updating and reporting of sales & marketing KPIs and visibility of advertising budget spend thanks to common dashboards
  • Weekly insights reports provided for management

Got a question?
Talk to a DXG team member today.

 

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