Cases

Taking airline technology to the skies

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In a nutshell

The client's challenge:

  • Expand Aviobook’s reach and improve their message

  • Generate more valuable leads.

  • Optimize their approach

  • Build a digital strategy to facilitate marketing and sales goals.

Our solution:

  • Workshops identified key personas, mapped out the customer journey, and developed a long term plan. 

  • A new website, to generate more valuable leads. 

  • A custom-made price range calculator to improve the quotation process.

  • Assistance with marketing efforts and ensure a consistent communication style.

The results:

  • The new website, sales tool, and price calculator increased customer engagement and streamlined the sales process.

  • The CRM integration resulted in more efficient lead qualification.

  • Increased brand visibility and audience understanding of Aviobook's offerings.

Aviobook, a Belgian scale-up, was founded even before the existence of the iPad. With our help, they revolutionized the aviation industry by digitizing all flight documents that pilots had to carry, replacing paper with real-time information. Their app also offers suggestions for flight routes, effectively creating electronic flight bags. Now scaled up and acquired by Thales, Aviobook competes with industry giants like Boeing and Airbus.

Business challenge

Expanding reach and create valuable leads

Aviobook initially approached us for a new website. Upon discussion, we discovered underlying needs that extended beyond a simple website refresh. Aviobook was grappling with issues in lead generation and sales. Their message was not reaching the intended audience. Their approach was outdated, heavily reliant on sales teams traveling worldwide. Given the B2B niche market, it was challenging to reach cold leads. The company needed a digital strategy that would facilitate their marketing and sales goals.

Goals and KPI's

Reaching new heights

Aviobook's primary objectives were:

  • To expand their reach and convince potential customers of their product's value to generate leads. 

  • They needed their conventional website to transform into a dynamic sales tool. 

The key performance indicator to measure these objectives' progress was the number of quality leads generated, with a target to build a database of the right people.

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Our approach involved three key phases

phase one

Strategy Development

We conducted seven workshops with Aviobook's C-level executives, HR, sales, and marketing teams, and visited the company. The key takeaway was identifying and understanding the structure of personas involved in decisions about airline regulations. These personas ranged from users to operations personnel to decision-makers so that’s why we defined a top-down (targeting hard-to-reach decision-makers) and bottom-up (targeting users who can promote decisions) approach. 

Furthermore we also mapped out the customer journey, touchpoints, conversions, and developed a five-year plan that also included the development of a custom-made price range calculator to improve their current manual and complex quotation process.

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Phase two

Technical Setup

After delivering the strategy, we had three main deliverables.

New website

We crafted a website with a strong emphasis on showcasing their products, but also on understanding and addressing the needs of their target audience, and how they can specifically benefit from Aviobook's digital products. 

We designed dedicated pages for different user personas, for instance, one for pilots (a 'bottom up' persona), and another for airline management (a 'top down' persona). The content on each page is tailored to the needs, challenges, and objectives of each specific group. 

Under the hood: 

  • Statamic CMS, (PHP) Laravel, with building blocks for endless possibilities, enriched with custom visual components. 

  • Hubspot connected

Intuitive Event App

Secondly, we've constructed a trade show stand equipped with a digital application designed for future expos. Given that Aviobook significantly relies on prospects and leads generated from events, congresses, and conventions, it's crucial that no opportunity is missed. 

To mitigate this, we developed an intuitive event app, for the sales reps on their iPads. This application served as a powerful tool for capturing the interests of event attendees. It enabled us to offer personalized information and demos to interested parties, ensuring we maintain engagement and momentum, even when a sales rep isn't directly available for a conversation.

Price Range Calculator

And… last, but certainly not least. Following the successful launch of the website and the establishment of our marketing setup, the client returned to us with a request to implement a 'Price Range Calculator' concept that we initially proposed in our strategy. 

Together, we thoroughly mapped out the technical requirements and user flows, then constructed a tailored solution. This tool not only lightens the manual workload of the sales reps, but also extends to qualified prospects and customers. They gain access and can perform their own unique price calculations, which leads to a double win: optimizing manual and complex sales tasks, improving cost efficiency, and delivering a robust digital customer experience for prospects and clients.

Under the hood:

  • Custom Laravel back-end for easy use.

  • LiveWire front-end for perfect responsiveness and constant real-time data feed.

phase three

Growth Trajectory

In terms of growth, we assisted Aviobook with marketing follow-ups post-events. Our event tracker app got integrated with their marketing CRM, where incoming leads are managed. From this platform, we send automated follow-up emails to the leads. 

We've also helped with creating an email flow ahead of a trade show, encouraging prospects to schedule appointments during the event. Furthermore, we've designed newsletter templates to support their day-to-day marketing activities, empowering them to maintain consistent communication with their audience.

Outcome and Results

Our holistic approach yielded impressive results for Aviobook:

  • The new website and sales tool, along with the price calculator, increased customer engagement and streamlined the sales process.

  • The CRM integration created more efficient lead management and nurturing.

  • The content marketing initiatives increased brand visibility and boosted audience understanding of Aviobook's offerings.

In terms of return on investment, Aviobook experienced an improvement in lead qualification and brand visualization. 

The efficiency in the quotation process resulted in time and cost savings, and the company's message reached a broader audience. Our solutions addressed Aviobook's immediate needs and set them up for sustainable long-term growth.

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