Creation of lead nurturing database revives languishing long-term prospects and accelerates the sales pipeline

Transcription

1 September 2012 Creation of lead nurturing database revives languishing long-term prospects and accelerates the sales pipeline

2 Business Issue In late 2011, storage, software and hardware technology provider, ProActive Solutions, a Premier IBM Business Partner, decided it wanted to create a lead nurturing database. With no CRM system, marketing automation or inside sales team, the fast-growing technology company was determined to concentrate more effort on accounts that were not being consistently touched or nurtured. Rather than spend the time and money to create these resources internally, ProActive Solutions looked for a U.S. based and operated sales and marketing vendor with the demand generation expertise and the technology capability to help them accelerate the sales pipeline and secure more qualified opportunities. After researching various vendors, ProActive Solutions selected Extended Presence to manage their database development, lead nurture and net-new demand generation needs as part of a three-month pilot program across multiple IBM solutions. We gave Extended Presence over 1,000 records of our past call files and relevant target customer data based on our previous demand generation campaigns and sales outreach, said Joy Beilfuss, marketing manager for ProActive Solutions. We knew that there were valuable leads in those files that were not getting regular communications or any lead nurturing after the initial marketing campaign ended. Additionally, we had longer term prospects that were languishing because of inconsistent or irregular follow up from the sales force. Both scenarios represented missed business opportunity. 1

3 The Solution Extended Presence s staff worked with ProActive Solutions to create a tailored marketing campaign that would allow them to begin calling the contacts in order to clean, organize and segment the list. Over the next three months, Extended Presence successfully combed through the entire database list and kept detailed records of their results for ProActive Solutions. As with all clients, Extended Presence delivered BANT (Budget Authority Need Timing) scoring, with a rating of A, B or C to indicate the contact s lead quality based on the information they gleaned from their interaction with the contact. This helps clients to know which targets are getting close to making a purchase decision and which ones need more marketing touches (such as receiving product information s or a friendly touch base call from a sales rep) as they move through the sales funnel. We were impressed with Extended Presence s deep product and industry knowledge, combined with their ability to write effective scripts and have strategic conversations with decision makers at the target company beyond the limited focus of the campaign, said Beilfuss. By doing so they are able to potentially identify other sales opportunities, which is something you don t often experience with other demand generation and appointment setting vendors today. 2

4 Client Value Delivered Receiving the BANT scoring and lead rating for all of our contacts is something almost no other vendors would provide, said Beilfuss. Armed with this valuable information, we are able to use this insight in any future marketing campaigns to help move our targets through the sales funnel. This year s lead generation activities with Extended Presence have generated 89% more sales qualified opportunities compared to all the other lead generation sources used in Additionally, while ProActive Solutions average opportunity amount per qualified sales lead is up 185% overall, the sales opportunities generated by Extended Presence are up by an impressive 406%. This successful three-month pilot program delivered valuable information and insights beyond our expectations and has already generated $2 million in net-new revenue opportunity, with more to come over the next several quarters as we continue to work with Extended Presence as we move beyond the pilot, said Beilfuss. With Extended Presence s support, we were able to maximize the value of our data assets, create a centralized database, establish a strong foundation for even greater sales going forward, and generate an impressive return on marketing investment (ROMI). 3

5 About ProActive Solutions Founded in 1996, ProActive Solutions, Inc. is a Premier IBM Business Partner. A certified women-owned business, we partner with the best of the best in the industry to offer a single point of contact for all technology needs, ranging from hardware, software, storage and other IT solutions. ProActive Solutions differentiates itself with one word: Commitment. In addition to providing a host of award winning IBM products, we are committed to providing outstanding customer service. As business needs fluctuate, we ll be there to define the changes and assist in identifying a solution that will maximize dollars spent. As efficiencies increase, so does the bottom line. About Extended Presence Extended Presence is a B2B appointment setting and sales lead generation company that specializes in creating new business prospect opportunities for clients. Since 2002, we have conducted over 950 successful sales and marketing campaigns and our experienced sales staff have created millions of dollars in net-new sales pipeline opportunity for clients. If you want to break into green field accounts or to knock out competitors, our proven lead generation solutions deliver strong ROI. Looking to acquire new customers, nurture existing lead or grow your pipeline? Visit to learn more. 4

6 Corporate Headquarters Extended Presence 3570 East 12th Avenue Suite 200 Denver, Colorado Toll Free: Main: Fax: