A danish innovative digital task management system entered the Swedish market year 2013. Our client had to gain recognition and educate a lucrative market. This particular segment was not used to purchase SaaS (software as a service).
To market and sell a SaaS solution to a non digital industry. The country manager had to get the business going in a short amount of time and on a small budget. The client started to cold calling but shortly realised they were wasting time. They could not get through to the right people at the targeted companies. The targeted business owners were very busy most of the time and when the client did get hold of them they realised that they had a different way of reasoning.
The client was introducing a SaaS to a non digital audience. It forced the client to rethink their strategy. We had to divide the information into digestible chunks in a manner to appeal to our audience. We had to distribute the information in a efficient way and measure the performance with as little administration as possible.
“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”
– Guy Kawasaki
We decided to use marketing automation. We started a marketing automation program with the aim to educate our prospects about our product. We started to nurture our isolated segment in smal digestible chunks by e-mails, communicating the benefits of the task management system. We identified four main areas that would make a positive impact on their businesses and started an e-mail marketing campaign.
“Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.”
– Forrester Research
We stopped cold calling and composed the four parts of our e-mail program. We created an automatic time schedule and launched our e-mail marketing campaign to our prospects. We measured our results and identified the prospects that transformed into real leads. We traced the opening rate of the e-mails, how they clicked on the CTAs (call to actions) in the e-mail and how they interacted with the website.
“61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified.”
– MarketingSherpa, 2011
No more cold calling. The interactions (clicks) with the e-mail and the website made it possible to sort the mature leads into a short-list. When we called, our leads recognised our company and the benefits presented in our communication. We could be very personal in the e-mail by addressing them by name and signing with the salespersons name. When we called we could start the conversation with:
– Hi (leads name) it is (salespersons name) from (company name). Did you got the e-mail I sent you the other day?
– Yes, thank you. It was interesting.
– Great! Do you have any questions or do you want me to schedule a demo?
Our client saved a great amount of time calling the right people at the right time. We spoke to people who actually was ready and interested according to our marketing automation generated short list. Those who was not qualified as ready for a sales call was kept enrolled in our marketing automation program until they reached the qualification.
“Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement.”
– Bulldog Solutions, 2013
We got respondents that contacted us after receiving our communication and asked for a demo before we got time to call them.
Our experience show clearly that the purchase process is changing. Customers do not appreciate your cold calls and when you call them they tell you they would prefer to get an e-mail or to visit your webpage. This affect your sales team in a negative way. We have to adopt to our changing environment and to our future clients who are more digital than ever. We can make it possible for your sales team to start each day with a shortlist to hot leads and let them start each day with a sale. Imagine what this will mean to the performance? With marketing automation you will get the digital advantage your business need and we will help you to find the right communication strategy that will convert your prospects to sales.
“60% of a modern purchase process happen online and by 2020, 85% of the purchase process will happen online without any human interaction.”
– Gartner Research
“Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years.”
– Focus Research
“The adoption of marketing automation has increased 112 % among B2B Fortune 500 companies the last year. Now (2014) 53 % of B2B Fortune 500 companies use marketing automation.”
“84% of top-performing companies are already using or plan to start using marketing automation before 2015.”
– Gleanster, 2012
“75 % of companies using marketing automation see ROI within 12 months, 44% within 6 months.”
– Focus Research, 2013
Please click here to request a pitch for your business opportunities with marketing automation or click here to calculate your potential!