starleaf

How can we build a global multilingual appointment setting engine?

Overview

We helped StarLeaf increase the number of highly qualified meetings across 3 continents, so they could continue their journey as one of the fastest growing tech companies – Deloitte and Sunday Times Tech Track 100

Challenge

StarLeaf’s marketing team was struggling to qualify leads internally due to the sheer size and number of territories. Inquiries were being sent directly to sales as leads with little to no qualification. This meant, that the sales team had to sort through the queue to pick out the good leads and subsequently spend time qualifying them.

Mounting frustration from the sales side prompted StarLeaf’s investigation into an agency who could assist with the critical handoff between marketing and sales. There were many key factors to consider in the selection as it was critical that the agency had local languages aligned with their key priority growth markets, whether it was the United Kingdom, Germany, France, Australia or the United States. Another critical factor was, in-depth knowledge of Salesforce.com and Pardot (their marketing automation tool) coupled with the expert ability to chase down leads with tenacity and a sense of urgency whilst representing the brand.

“We interviewed many agencies before choosing ELEVATE. When comparing the different options, ELEVATE was the only one that met all of our requirements,”

SOLUTION

Using ELEVATE’s Inbound Demand Generation methodology, a detailed briefing was conducted with the StarLeaf’s marketing, sales, and product teams. Working closely with the heads of sales for each of the five territories was critical to ensure clarity on how appointments would be set, and the translations of the calling guide, along with local nuances. Following completion of the briefings, we were able to quickly make an impact on the number of inbound leads passed to sales, seamlessly integrating with StarLeaf’s processes, and updating their Pardot system in real time with MQLs.

“ELEVATE really sped up the process of moving from an inquiry to a lead. They improved the quality of the lead handed to sales, and ultimately the quality of the handshake between marketing and sales,”

Results

ELEVATE’s polite and professional persistence, resulted in a monthly average of over 55 appointments set on the inbound side. After a few months of simplifying and testing the messaging and processes, the sales team created wish lists so that outbound calling to key major target accounts could be included where StarLeaf was struggling to make connections.

“ELEVATE was able to find and set appointments with key decision makers in over 50 of our major tier 1 targets across the Fortune 500 and FTSE 250”

ELEVATE’s Data Visualization methodology, was used to create powerful reporting with Power BI Dashboards to fully display the inbound and outbound activities of the program. This provided the foundation to make strategic marketing decisions about where to invest time and money to maximize results, which also enabled marketing to accurately report and prove ROI to the senior management team.

Results

  • AQL to MQL conversion rate of 45.5%.

  • 651 MQLs within 12 months

  • 57 MQLs in Tier 1 key target account

  • 24 New customers across 5 territories

  • 450% ROI from closed opportunities

  • Senior Management Team buy in

  • Improved marketing & sales relations

  • $3.1 million of qualified pipeline

“ELEVATE has empowered our sales team. They rapidly became a trusted partner for us, took time to understand our business, deployed quickly, and were exceptionally responsive,”

StarLeaf – Demand Generation Director – Damion Mower

Further reading

SAP Hybris

How do you increase qualified opportunities without increasing sales workload?

Amdocs

How do you build a solid data foundation to drive strong engagement?

Related Work

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StarLeaf is a fast growing, innovative video conferencing company that offers business communication solutions across the globe. Regularly ranked as one of the fastest growing tech companies by Deloitte and recently named 36th on the Sunday Times Tech Track 100. For more information, visit www.starleaf.com