Case Studies

iCumulus Case Study – Demand Orchestration Mar 23

iCumulus Case Study – Demand Orchestration Mar 23

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