Verisure Belgium

Verisure is Belgium and Europe's leading supplier of professionally monitored home alarms and connected services for the smart home. Its sales model is a two-stop shop: digital brings in close to 100% of leads, which a strong field sales force then converts. In 2016, aiming to grow market share in Belgium and the Netherlands, Verisure asked us to review their activities and plans and make the ambition deliverable — within budget.

The engagement, at a glance:

• Target — grow online leads by 25% in Belgium and double them in the Netherlands
• Constraint — an auto-financing model, staying within total budget
• Approach — a 360° action plan, delivered by coaching the teams through it

The challenge: grow leads fast — and pay for it out of its own gains

The goal was aggressive and self-funding: increase online leads by 25% in Belgium and by a factor of two in the Netherlands, without exceeding the total budget. With digital driving almost all leads, every optimisation had to pay for the next — lower cost per lead freeing up budget to fund more acquisition.

What we did: a 360° plan, built and run with the teams

We partnered with the marketing and digital teams to review the whole engine, then designed and delivered the new approach together:

• Analysis — digital marketing traffic activities and plans; website lead-management performance and conversions; team plans and working methods; partner-agency contracts and ways of working
• Conversion — adaptations to lower cost per lead and free up funding for more digital marketing
• Traffic — shifting investment toward high-conversion, high-potential channels
• Organisation — team review and skilling, plus agency scoping and selection
• Coaching — bringing the teams through the transformation to deliver the planned impact

Results: double-digit growth, self-financed

After one month of analysis and recommendation plus six months of bi-monthly coaching, the plan delivered:

• +20% online leads in Belgium
• ×1.75 online leads in the Netherlands

Achieved within budget, and delivered by the teams themselves — phasing quick wins within a clear framework so the change landed as evolution, not revolution. The gains stay when we step back.

"Carefully balancing humble curiosity, cross-industry experience, a customer-centric vision and no-nonsense communication enabled the Belly & Brain team to gather a profound understanding of our company's needs in a short lapse of time. The systematic and well-aligned implementation plan accelerated and supported a smooth transition to our 'digital through-the-line marketing leadership' within our industry." — Sven Bols, Managing Director, Verisure Belgium