Enterprise Communication Technology
We helped our client increase the number of highly qualified meetings across 3 continents, so they could continue their journey as one of the fastest growing tech companies on the Deloitte and Sunday Times Tech Track 100 list.
CHALLENGE
Our client’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 was wasting valuable time sorting through the queue to pick out the good leads and even more time qualifying them. Mounting frustration from the sales side prompted our client’s investigation into a partner that could assist with the critical handoff between marketing and sales.
Our client needed a partner that could provide services in local languages aligned with their key priority growth markets, including the United Kingdom, Germany, France, Australia, and the United States. The company also required in-depth knowledge of Salesforce and Pardot, coupled with the expert ability to pursue leads with tenacity and a sense of urgency whilst representing the brand accurately and professionally.
“We interviewed many agencies before choosing ELEVATE. When comparing the different options, ELEVATE was the only one that met all of our requirements,” said the company’s Demand Generation Manager.
SOLUTION
Using ELEVATE’s Inbound Concierge methodology, we conducted a detailed briefing with the company’s marketing, sales, and product teams.
Working closely with the heads of sales in each of the five territories, we aligned the internal teams and ELEVATE’s execution team on how appointments would be set, the translations of the calling guide, and important local nuances to maximize a positive prospect experience.
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 the company’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,” said the company’s leadership.
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.
– DEMAND GENERATION DIRECTOR
Enterprise Communication Technology Company
RESULTS
ELEVATE’s polite and professional persistence resulted in a monthly average of over 55 appointments set from inbound leads. After a few months of simplifying and testing messaging and processes, the sales team created wish lists so that outbound calling to key major target accounts could be included where the company 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,” said the program’s executive sponsor.
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 decisions about where to invest time and money to maximize marketing results, which also enabled marketing to accurately report and prove ROI to the senior management team.
45.5%
AQL TO MQL CONVERSION RATE
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
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