How to Get Qualified Leads Through Marketing Automation – A Case Study
This particular case study discusses the issue of unqualified leads and my work with a particular company that sells on-demand transportation management software.
Management mistakenly thought that generating qualified leads was just a matter of producing more content-and relying on a number of key media channels to deliver them. But there was no real method to track the resulting leads or measure the various media outlets they used. The company wasted valuable time chasing down about 20% of leads that may have been sales-ready-but it lacked an effective lead-nurturing process for the 80% of contacts that were qualified and were part of their target audience. Although the company's sales team knew tons about logistics and the industry, it was not that adept at closing sales-often getting stuck educating prospects who were not real buyers yet. All in all, they were spending hundreds of thousands of dollars in marketing programs, but were not optimizing the return on the marketing budget.
We implemented a couple of strategies involving licensing-based marketing automation, allowing the company to execute multi-touch, multi-channel campaigns that filtered sales-ready leads from those that needed nurturing using. This way, the leads they were getting from sponsored webinars and white paper downloads were now channeled into monthly email campaigns that automated the previously manual (and tedious) process of filtering and qualifying leads.
· In just one year, the company's qualified contact database grows threefold to over 12,000.
· Their large "house" database allowed them to produce their own webinars at a savings of over $ 10,000 per webinar, with great attendance rates of over 800 attendees for each.
· They were able to hire sales reps who were not necessarily industry experts, now that marketing was delivering large numbers of qualified leads to the sales force.
· Over three years, revenue great nearly four times over.
· Marketing staffing stayed constant, while sales reps were added and the marketing budget as a percentage of revenues dropped significantly.
We followed a strategy built on of people, process and technology (in that order). The company was able to tap into their number-one strength, industry knowledge, and market it in a way that allowed them to firmly establish their reputation as such. They became the trusted advisor and market leader.