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
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
Case study background The company ECI Telecom The B2B telecom market, marketplace 12-18 month complex sales cycle Network infrastructure solutions The product for telecom providers Compelling engagement to anonymous visitors The channel at the top of the funnel The campaign To increase the inquiries to defined target markets without objective the overhead cost/resource of outbound marketing 3
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
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 MQL cost Inquiry Hand-raiser Nurtured Organic : from live or inquiry Cost = 12 digital activity (organic), or months MQL by identifying nurture opportunity SAL as the result Accelerated : of F2F Cost = 22K meetings at USD SQL live events (accelerated) Order 5
Case study background Problem: Sales needed immediate (within 30 days) support to penetrate new market and fill the funnel with high- quality leads 6
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
Challenge and goal Find a fast, cost-conscious way to bring relevant prospects to a proprietary workshop in Sweden Challenge within 30 days! Register 20 participants to 8-hour workshop - with no third-party distraction (or the budget associated with Goal distraction ) 8
Strategy – Inbound Must be concerted effort Sales – utilize all connections Marketing – existing database and anonymous site visitors Social media, friends, etc. How can I engage my targeted audience, even though they have not yet identified themselves? 9
Add quality to the top of funnel Potential Leads Inquiry MQL SAL SQL Order 10
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
Inbound Marketing – Real-time segmented engagement 1 2 Analyze Define inbound target site traffic audience Create Engage relevant and call-to- convert Mr. action Smith 3 4 12
Strategy to tactics Analyze inbound Define target Create relevant Engage and site traffic audience call-to-action convert 1 Analyze trending traffic to target market (6 months back) Trending engagement Clickthrough/conversions (6 months back) 13
Strategy to Tactics Analyze inbound Define target Create relevant Engage and site traffic audience call-to-action convert 2 Regional Behavior Organization Advanced Easy to Create Targeted Targeted Reaction Reactions 14
Strategy to Tactics Analyze inbound Define target Create relevant Engage and site traffic audience call-to-action convert 3 Defined CTA – for Utility and Telecom players Local language engagement 8-hour proprietary workshop Goal to drive relevant registrations 15
Strategy to Tactics Analyze inbound Define target Create relevant Engage and site traffic audience call-to-action convert 4 16
Sweden Workshop inbound campaign Campaign initiated to promote Swedish utility event Background: Prior to the During the Campaign Campaign Website traffic from Sweden prior to the pilot: Website traffic 90 (6 months) 160 90 visitors per month (average spanning 6 months) Engagements 0 160 No engagement or conversions in funnel CTR 0 7 = 4.3% Duration of inbound campaign: 25 days Conversions 0 2 = 29% 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! 17
ROI Value per MQL TIME: 12 months Inquiry COST: 22K New active opportunity in MQL pipeline valued 6.5 M$ SAL Cost associated for inbound engagement tactic – SQL hundreds of dollars Order 18
Summary and key takeaways 1 2 Analyze Define inbound target site traffic audience 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 Create Engage relevant and call-to- convert Mr. action Smith 3 4 19
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
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
Credits and players Credits Demand Waterfall 2012 B2B Marketing Benchmark Report Players Marketing Automation Platform Real-Time Targeted Engagement Tool 22
Thank You Michelle Mogelson Levy AVP Marketing Programs ECI Telecom Mail: Michelle.Levy@ecitele.com Linkedin: MichelleMogelsonLevy Twitter: @mogelsonlevy 23
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