{"id":12201,"date":"2023-02-02T12:15:39","date_gmt":"2023-02-02T11:15:39","guid":{"rendered":"https:\/\/www.intesys.it\/journal\/?p=12201"},"modified":"2024-01-08T10:34:57","modified_gmt":"2024-01-08T09:34:57","slug":"la-nuova-content-strategy-di-bmi-italia-per-una-lead-generation-di-qualita","status":"publish","type":"post","link":"https:\/\/www.intesys.it\/journal\/marketing-e-commerce\/la-nuova-content-strategy-di-bmi-italia-per-una-lead-generation-di-qualita\/","title":{"rendered":"La nuova Content Strategy di BMI Italia per una Lead Generation di qualit\u00e0"},"content":{"rendered":"

Indice dei contenuti<\/span>
  1. BMI Italia: il contesto e gli obiettivi<\/a><\/li>
  2. Le soluzioni adottate<\/a><\/li><\/ol><\/div><\/div><\/p>[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

    Cosa accadrebbe se una normativa del governo generasse una improvvisa crescita della domanda, aumentando il numero di lead provenienti dagli ecosistemi digitali, per poi rendersi conto che sono contatti lontani dal diventare realmente dei clienti perch\u00e9 spinti soprattutto dai benefici fiscali?
    \n\u00c8 quello che \u00e8 accaduto con il lancio del Superbonus a molte realt\u00e0 nel mercato dell\u2019edilizia, come BMI Italia. Ecco come abbiamo evitato che un\u2019opportunit\u00e0 come quella del Superbonus andasse a sovraccaricare i team marketing e sales, attirando lead informati sull\u2019offerta BMI e realmente interessati alla ristrutturazione del tetto, grazie alla conoscenza del cliente e dei percorsi di conversione con una Content Strategy a prova di superbonus.<\/h4>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”10″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

    BMI Italia: il contesto e gli obiettivi<\/h2>\n

    Il Decreto Rilancio Superbonus 110% ha influenzato la domanda di ristrutturazione del tetto causandone un forte incremento, dati i benefici fiscali. Tuttavia, i lead generati con il superbonus hanno creato un \u201csovraffollamento\u201d sugli ambienti digitali<\/strong> di BMI Italia di utenti molto interessati ad avere informazioni sulle detrazioni ma non ancora pronti a ricorrere ad una ristrutturazione, causando un aumento dei tempi di gestione del cliente<\/strong> nei processi di marketing e di vendite.<\/p>\n

    Per questo c\u2019era bisogno di un cambio di rotta nella gestione dei Lead<\/strong><\/a> e nella proposta di contenuti per rispondere al duplice obiettivo di attirare sia lead informati sulle proposte BMI, e sia realmente interessati a procedere con i lavori.<\/p>\n

    Il cambio di rotta c\u2019\u00e8 stato: grazie ad una stretta collaborazione con il cliente abbiamo attuato l\u2019ottica Inbound<\/a> a una nuova Content Strategy<\/a>, partendo dalle Buyer Personas e dai Customer Journey<\/strong>.<\/p>\n

    Le soluzioni adottate<\/h2>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” equal_height=”yes” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”right” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” enable_animation=”true” animation=”fade-in-from-bottom” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][nectar_icon_list animate=”true” color=”Accent-Color” direction=”vertical” icon_size=”small” icon_style=”no-border”][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349284-3″ tab_id=”1675412349286-1″ icon_iconsmind=”iconsmind-Search-People”]\n

    Analisi del mercato e dell\u2019ambiente esterno<\/span><\/span><\/a><\/strong><\/h4>\n[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349637-4″ tab_id=”1675412349638-2″ icon_iconsmind=”iconsmind-Conference”]\n

    Buyer Persona<\/span><\/span><\/a><\/strong><\/h4>\n[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349670-2″ tab_id=”1675412349671-2″ icon_iconsmind=”iconsmind-Redirect”]\n

    Customer Journey<\/span><\/span><\/a><\/strong><\/h4>\n[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349749-7″ tab_id=”1675412349750-9″ icon_iconsmind=”iconsmind-Wifi-2″]\n

    Metodologia Inbound<\/span><\/span><\/a> <\/strong>\u00a0<\/span><\/strong>
    <\/span><\/h4>\n[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349780-0″ tab_id=”1675412349782-2″ icon_iconsmind=”iconsmind-Internet-Smiley”]\n

    Content SEO Oriented<\/span><\/span><\/a><\/strong><\/h4>\n[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349821-5″ tab_id=”1675412349821-6″ icon_iconsmind=”iconsmind-Add-UserStar”]\n

    Lead Nurturing<\/span><\/span><\/a><\/strong><\/h4>\n[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”html” title=”List Item” id=”1675412349885-7″ tab_id=”1675412349916-2″ icon_iconsmind=”iconsmind-Upload-Window”]\n

    Marketing Automation con HubSpot\u00a0\u00a0\u00a0<\/strong><\/a><\/h4>\n

    \u00a0<\/span>\u00a0<\/span>[\/nectar_icon_list_item][\/nectar_icon_list][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Scopri il progetto di Content Strategy e Lead Management per BMI Italia nel dettaglio! <\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_image=”12203″ bg_position=”center center” background_image_loading=”default” bg_repeat=”no-repeat” scene_position=”center” text_color=”light” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” color_overlay=”#000000″ color_overlay_2=”#ffffff” advanced_gradient_angle=”0″ overlay_strength=”0.5″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”padding-4-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” constrain_group_2=”yes” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”10304″ image_size=”full” animation_type=”entrance” animation=”None” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”custom” max_width_custom=”35%”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

    IL CASO BMI ITALIA<\/h5>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_custom_heading text=”Lead generation focalizzata sul business grazie alla riprogettazione della Content Strategy” font_container=”tag:h3|font_size:33px|text_align:left|color:%23ffffff|line_height:42px” use_theme_fonts=”yes”][nectar_btn size=”large” open_new_tab=”true” button_style=”see-through-2″ color_override=”#ffffff” hover_color_override=”#0f33ce” hover_text_color_override=”#ffffff” icon_family=”none” text=”SCOPRI IL CASO” margin_top=”30″ url=”https:\/\/www.intesys.it\/portfolio\/lead-generation-di-qualita-grazie-a-una-riprogettazione-della-content-strategy-bmi-italia\/”][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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gradient_direction=”left_to_right”…<\/p>\n","protected":false},"author":8,"featured_media":12207,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[26],"tags":[123,170,201,248,352,397,758],"class_list":{"0":"post-12201","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-e-commerce","8":"tag-buyer-persona","9":"tag-content-marketing","10":"tag-customer-journey","11":"tag-digital-marketing","12":"tag-hubspot","13":"tag-lead-generation","14":"tag-marketing-automation"},"acf":[],"yoast_head":"\nLa nuova Content Strategy di BMI Italia per una Lead Generation di qualit\u00e0<\/title>\n<meta name=\"description\" content=\"Dall'analisi dei bisogni Buyer Persona a un piano editoriale specifico per attirare lead qualificati e in-formati.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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