400% Increase in Qualified Sales Contacts
Large US Manufacturing and Engineering company.
Qualified sales contacts running at minimum levels to maintain the pipeline, for the past 4 years.
Free Review (Summary)
Sales leads and methods for qualification were reviewed.
The review showed that most qualification was from referrals and cold calling. This was insufficient to develop the pipeline.
Sources for contacts generated by the company were reviewed. This included; advertising results, website sign up for Newsletters/White Papers and exhibition attendees.
Market familiarity with the product was limited.
Free Report (Summary)
The number of contacts was reviewed and after investigating all sources it was found that a high number of contacts were available for campaigns.
A two step approach was deemed the best approach to educate the market which would automatically qualify the contacts ready for the sales team to approach.
The report identified adaptations in approach to qualifying the leads including;
– To help the market become more familiar with the product a limited, useful, free version was created and made available via existing advertising channels. Build familiarity, incentive, attractive
– Provide regular free web training on the free product with an expert. Familiarity, timely
– Web training leads were considered partially qualified and then passed to the sales team for progressing. Easy, familiar, timely.
The Get Noticed Consultancy managed the implementation. The timing of the free product introduction and web training offer was key to continuous development of qualified sales leads. The Get Noticed Consultancy were able to advise on the sales and marketing message for the free product and advertising of the free web training to make use of ‘nudges’ that encourage sign-up and ensure the content is clear and easy to understand.
The first 4 web trainings sessions produced a 400% increase in qualified leads. A total of 11 Nudges were implemented. Some were developed during the implementation process.