how rune2e increased their sales pipeline by 20% with lead nurturing
DESCRIPTION
According to a recent DemandGen Report, B2B marketers who have successfully deployed lead nurturing programs "found dramatic improvements to key conversion stages in the sales process." And these marketers showed an "average 20% increase in sales opportunities from nurtured leads." Learn how LeadLife client RunE2E successfully implemented a lead nurturing strategy to increase their pipeline and sales effectiveness.TRANSCRIPT
Client Case Study:How RunE2E Increased Their Sales Pipeline
by 20% with Lead Nurturing
Today’s Speakers
Lisa Cramer, President
Alex Gramling, CMO
Topics
1. LeadLife Overview2. RunE2E Case Study3. Audience Q & A
Please submit your questions by typing them into the Go-to-Webinar “Questions” box
Webinar recording will be emailed to all attendees and registrants
LeadLife’s marketing automation coupled with content marketing strategists create campaigns that maximize sales opportunities and build relationships.
We go beyond email marketing with multi-step nurturing campaigns, rules, scoring, CRM integration, A/B testing and more.
Every client is assigned a content marketing strategist to get them started and make them successful.
Full Service
The kid says it all!
Visual drag & drop campaign builder makes
creating nurturing campaigns, setting rules
and scoring a cinch
World’s Easiest to Use
Visual drag & drop campaign builder makes
creating nurturing campaigns, setting rules
and scoring a cinch
World’s Easiest to Use
And social campaigns too!
Content & Campaign Strategy Services
Additional service packages available to purchase at any time
Lisa Cramer [email protected]
Learn More
Wanna Learn More?
Get the LeadLife White Paper: The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
Case Study: How RunE2E Increased Their Sales Pipeline by 20% with Lead Nurturing
Alex Gramling, CMO, RunE2E
About RunE2E
RunE2E is an integrated IT consulting, workforce and technology solutions company. SAP and AWS reseller/partner. Subsidiary mobile app development company at RunMobile.
Areas of focus: BI, CRM, Mobility and Cloud.
Business Case
RunE2E Marketing Objectives and Goals
Grow pipeline by 20%
Increase quality of leads
Reduce lead to sale time
Improve consistency and frequency of prospect nurturing
Why LeadLife?
Were using email marketing, but needed nurturing: Lead Management List Management & Segmentation Triggers
Real-time Sales Alerts
Needed to track back-end metrics Qualitative Reporting Campaign by Campaign
Inform
Educate
InvolveValidate
Convert
Nurture
The LeadLife Process
LeadLife assigned RunE2E a Content Marketing Strategist Conducted Discovery Call & Analysis Created a Lead Management Plan Identified Target Audience & Persona’s Mapped content to target “need” Implemented “best practices” Trained staff on the technology Provide continuous support
ROI Example: Nurturing Campaign
Campaign Offer: Discount on RunE2E’s SAP/AWS Cloud Consulting Services List of 1800 contacts was segmented based on persona and interest Nurturing campaign consisted of 3 emails (1 email/week for 3 weeks)
Each email came from the dedicated sales rep to personalize the message
Email content created a need to make the audience aware of the costs of not moving to the cloud
Content established credibility for RunE2E Emails were brief with link to a landing page that included:
Sign-Up form for a Needs Assessment Offer Details Benefits of SAP/AWS and RunE2E’s Consulting Services Links to Case Study and Webinar
Asset Examples
Campaign Plan
Marketing-to-Sales Process Triggers were set for Sales Rep Alert (emails) based on
following behaviors: Clicks on an email Completion of the “Needs Assessment Sign-up Form”
Sales was to call within 15 minutes of receiving the alert 360 feedback loop set up between sales & marketing to
determine results and make adjustments to campaigns
Campaign Metrics
Marketing-to-Sales Metrics Email Metrics
Open rate: 13.63% (avg. B2B industry is 12%) Click-thru Rate (CTR): 2.21% (avg. B2B industry is 2%)
Sales Conversion Rate 33% (3 Needs Assessments scheduled)
Campaign ROI Within days of execution – RunE2E closed a five figure
consulting engagement with large pharma company
Overall LeadLife Results
Executed twelve nurturing campaigns since January 2012 Increased pipeline by 20% with addition of nurturing Reduced avg. time to sale Improved quality of leads for better conversion Increased transparency / communications between sales
and marketing
Lisa Cramer [email protected]
Learn More
Wanna Learn More?
Get the LeadLife White Paper: The Cost of Not Nurturing Leads
www.leadlife.com/nurturing