Case Study: How ECI Telecom increased CTR and conversions at the top of the funnel by over 200%

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1 Case Study: How ECI Telecom increased CTR and conversions at the top of the funnel by over 200% Michelle Mogelson Levy Associate Vice President, Marketing Programs ECI Telecom

2 Most challenging processes in the marketing-sales funnel Filling the funnel with qualified leads: A challenge. Converting them to sales-ready leads: A bigger challenge. Doing it in less than 30 days on a limited budget: Priceless. 2

3 Case study background The company ECI Telecom The marketplace The product The channel The campaign objective B2B telecom market, month complex sales cycle Network infrastructure solutions for telecom providers Compelling engagement to anonymous visitors at the top of the funnel To increase the inquiries to defined target markets without the overhead cost/resource of outbound marketing 3

4 Case study background Centralized marketing team managing demand waterfall Heavy alignment with sales throughout all stages of the funnel Supporting sales in penetrating new markets Management expects high ROI of all activities Average deal size in M$ Long nurturing lifecycle 4

5 Background Holistic closed loop marketing Alignment Focused on entire waterfall from Inquiry to Revenue working with sales to try to impact the sales pipeline Inquiry MQL SAL SQL Order Inquiry MQL MQL cost Hand-raiser from live or digital activity Nurtured inquiry (organic), or by identifying opportunity as the result of F2F meetings at live events (accelerated) Organic: Cost = 12 months nurture Accelerated: Cost = 22K USD 5

6 Case study background Problem: Sales needed immediate (within 30 days) support to penetrate new market and fill the funnel with highquality leads 6

7 Challenge What are my options? Industry event Poor ROI Limited awareness in region Brings low-level inquiries in initial stages of buying cycle Digital campaign Long-term nurturing required Proprietary event How can we get an audience? 7

8 Challenge and goal Challenge Find a fast, cost-conscious way to bring relevant prospects to a proprietary workshop in Sweden within 30 days! Goal Register 20 participants to 8-hour workshop - with no third-party distraction (or the budget associated with distraction ) 8

9 Strategy Inbound Must be concerted effort Sales utilize all connections Social media, friends, etc. Marketing existing database and anonymous site visitors How can I engage my targeted audience, even though they have not yet identified themselves? 9

10 Add quality to the top of funnel Potential Leads Inquiry MQL SAL SQL Order 10

11 Tools for real-time engagement at the top of the funnel WCO Defined needs: Turning the unknown visitor into known visitor, via real-time engagement Segmenting target audience and delivering relevant messages Insightful, real-time sales intelligence regarding site visitors and behavior Benchmarked: Technology, cost, and ease of implementation 11

12 Inbound Marketing Real-time segmented engagement 1 2 Analyze inbound site traffic Define target audience Create relevant call-toaction 3 Mr. Smith 4 Engage and convert 12

13 Strategy to tactics Analyze inbound site traffic 1 Define target audience Create relevant call-to-action Engage and convert Analyze trending traffic to target market (6 months back) Trending engagement Clickthrough/conversions (6 months back) 13

14 Strategy to Tactics Analyze inbound site traffic Define target audience 2 Create relevant call-to-action Engage and convert Regional Behavior Organization Advanced Easy to Create Targeted Reactions 14

15 Strategy to Tactics Analyze inbound site traffic Define target audience Defined CTA for Utility and Telecom players Local language engagement 8-hour proprietary workshop Goal to drive relevant registrations Create relevant call-to-action 3 Engage and convert 15

16 Strategy to Tactics Analyze inbound site traffic Define target audience Create relevant call-to-action Engage and convert 4 16

17 Sweden Workshop inbound campaign Campaign initiated to promote Swedish utility event Background: Website traffic from Sweden prior to the pilot: 90 visitors per month (average spanning 6 months) No engagement or conversions in funnel Duration of inbound campaign: 25 days Campaign Results: Increased incremental traffic from target market by 60%: The dialogue box appeared 160 times 430% increase in engagement (CTR) 29% registered for 8-hour proprietary event! Prior to the Campaign During the Campaign Website traffic 90 (6 months) 160 Engagements CTR 0 7 = 4.3% Conversions 0 2 = 29% 17

18 ROI Value per MQL TIME: 12 months COST: 22K New active opportunity in pipeline valued 6.5 M$ Cost associated for inbound engagement tactic hundreds of dollars Inquiry MQL SAL SQL Order 18

19 Summary and key takeaways 1 2 Analyze inbound site traffic Create relevant call-toaction 3 Increased clickthrough rates by 430%, resulting in new opportunities valued in the M of $. Targeting anonymous audience at the top of the funnel brings high-quality leads to your funnel Mr. Smith 4 Define target audience Engage and convert 19

20 The not so obvious win - byproduct... We reached our goal... but what else did we get out of this? Sales alignment Sales sees true value in the powerful information which has changed our level of alignment tenfold. Sales leaders are empowered with knowledge and see tremendous value. Change in mindset regarding engagement throughout the funnel Not just applicable for top of funnel rather throughout the funnel Changes the rules of how we interact with site visitors 20

21 Sales alignment is ultimate goal Sales believing marketing makes an impact creates foundation for alignment Sales promoting marketing True alignment result of set of common goals and objectives and consistent measurement using the same metrics * MarketingSherpa 2012 B2B Marketing Benchmark Report 21

22 Credits and players Credits Demand Waterfall 2012 B2B Marketing Benchmark Report Players Marketing Automation Platform Real-Time Targeted Engagement Tool 22

23 Thank You Michelle Mogelson Levy AVP Marketing Programs ECI Telecom Mail: Linkedin: MichelleMogelsonLevy 23