Auditing the machine before scaling it

Serving the over-55s market means long, considered journeys, and Ingenia’s marketing automation had to guide leads from first contact through to conversion without leaks. The open questions: where were the inefficiencies in the current systems, and which automation investments would actually lift return on lead generation spend?

A comprehensive audit of Ingenia’s ClickDimensions and Dynamics 365 platforms assessed hygiene, pain points, capabilities and priorities, pinpointing issues like data cleanliness and workflow automation and producing a clear roadmap for the infrastructure.

From there, deep-dive customer journey mapping covered lead generation, qualification, segmentation, nurturing, scoring and routing. We built detailed buyer personas for each product category, identifying goals, challenges and preferred channels at every stage, then designed a future-state customer journey flowchart with an aligned nurture orchestration plan. A phased marketing automation maturity roadmap sequenced the work, so each new process was fully optimised before the next began.

Phase one is in motion: branded email templates, profiling landing pages, a new lead autoresponder, a comprehensive welcome journey, preference centre optimisation and an inactive data cleanse. With the foundation set, the roadmap advances to re-engagement programs, lead scoring, behaviour-based triggers, social remarketing and A/B testing, all built to lift engagement and conversion.