Overview

Our client was looking to engage a Sales Enablement agency to drive Nett New business for the company. Leads were a combination of new content syndication leads (MQL + HQL) and reharvesting lapsed marketing leads (inbound).

 

Goals

• Appointment Setting: Create new meetings for the BDM’s to run a demo of the Fleet Management software.
• Marketing Leads – Reharvest: Client had developed thousand’s of inbound leads that were uncontactable.

Services Deployed

• Content Syndication
  1. MQL – Whitepaper download EDM invitation to download.
  2. HQL – 3 BANT questions were presented on the landing page.
• Marketing Automation - salesforce/pardot
  1. 3 stage email sequence measuring engagement – open/clicks.
  2. Scoring rules applied based on engagement
  3. Reharvest on lapsed leads.
• Dedicated SDR
  1. Call cadence of 5 call attempts per lead with engagement score as a priority.

Outcomes

• • Campaign Period – 2 month (8 weeks)

Initial engagement lead to result well above client expectations and above industry standards

• • Demand Generation

Promotion of a case study for the industry delivered the following in a 4 week period.

• 1. 100 MQL – Marketing Qualified Leads
  2. 25 HQL – Highly Qualified Leads (BANT)

Sales Enablement

• Marketing automation to the MQL + HQL achieved:
  1. 98% delivery rate.
  2. 35% Open rate.
  3. 5% Click Thru rate (on open).
• Engagement calls (SDR)
  1. 20% contact rate.
  2. 5 appointments set (4%).
• 1 Appointments attended.
• Pipeline generated – 20X costs