How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and - PowerPoint PPT Presentation

How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and Increase Sales by 112% Karen Hayward EVP & CMO CenterBeam, Inc.

The Problem • Sales executing all lead generation activity MORE • Outbound email LEADS ! • Telephone F/U • Nurturing • Major database acquisition failed • Pipeline shrinking Marketing handed an urgent issue to fix 2

Key Segments: Optimal target markets 43,000 26,104 Segmented Up market High value SIC 3

Key Segments: Focus on quality Business Challenges Buying Timeframe Authority Compelling Need Pipeline: Not ready to engage with outside sales 4

Qualified Lead Criteria SIC to 200+ $200M 2 digits employees revenue Budget Decision Urgency Time Competition Maker Process Critical Success Factors: Consistent application of qualifying criteria Lead QA prior to release to Outside Sales 5

Outbound Lead Gen Process Marketing Reheats • Lead Audit Email nurture Website leads Lead Qualified Leads Outside Database Sales Refined Universe • 80 dials per day • Record conversation • 8 touch process • Write-up • Pipeline building • Lead alert via email • Live chat on website • Lead in CRM • Book next call 6

Outbound Lead Generation Multi- touch , multi- media , multi- cycle processes multiply results Buyer’s Journey 7

Call Flow Establish Common Create Ask for Self-Introduction Ground Interest Time Open • Use prospect’s language • A referral is always best • Confirm responsibilities • Trigger event • Use proof point or benefit statement • Be relevant • Be direct, to the point, truthful Qualify Against Criteria 1. Improve Tech Services for anticipated Establish Credibility Silver Bullets - Relevant growth Build Rapport Transition examples of the 3 2. Scale up or down quicktly with aligns with conditions of need: current needs and budget 3. Improve user satisfaction and productivity Problem and Priority and Dialogue Situation Recap Implications Process • Start with open -, then closed- ended questions • Frame situation • Uncover pain • Extract latent issues • Explore urgency • Determine priority • Outline the decision making process • Use SPIN Selling, Solution Selling, Miller Heiman • Recap to highlight • Clarify understanding Close Establish Next Conduct Remnant Ask for Referral Step Qualification *Courtesy of PointClear 8

Management Report 9

Keeping Stakeholders Informed SALES REPS MANAGED SERVICES Weekly Leads (Actual) Weekly Lead Stats Cumulative YTD Stats End Robert Liz Dharmesh Matt PS Total Target + / - Total Target + / - 7-Jan 2 4 6 2.9 3.1 6 2.9 3.1 14-Jan 1 1 1.0 0.0 7 4.0 3.0 21-Jan 1 2 3 2.7 0.3 10 6.7 3.3 28-Jan 3 3 4.5 -1.5 13 11.2 1.8 4-Feb 2 2 1 5 4.3 0.68 18 15.5 2.5 11-Feb 1 3 1 5 3.0 2 23 18.5 4.5 18-Feb 1 3 1 5 2.9 2.15 28 21.3 6.7 25-Feb 1 1 3.0 -2 29 24.3 4.7 4-Mar 1 1 2 3.0 -1 31 27.3 3.7 11-Mar 5 2 1 7 2.1 4.94 38 29.4 8.6 18-Mar 2 4 1 6 2.1 3.9 44 31.5 12.5 25-Mar 4 1 4 2.3 1.67 48 33.8 14.2 1-Apr 1 2 2 3 4.0 -0.97 51 37.8 13.2 8-Apr 1 1 1 2.6 -1.63 52 40.4 11.6 15-Apr 1 1 1 2 3.2 -1.24 54 43.7 10.3 Managed services for past two weeks: 22-Apr 1 1 3 5 4.3 0.72 59 48.0 11.1 • 29-Apr 2 5 7 leads 1 2 8 4.4 3.56 67 52.4 14.6 6-May 1 1 • 1 3 3 3.5 -0.45 70 55.8 14.2 Consistent 3.5% lead rate 13-May 3 1 3 1 7 3.3 3.74 77 59.1 17.9 For July: 19 leads 20-May 2 2 2 2.2 -0.18 79 61.3 17.7 Billing SLA: Target 91.39 vs. Actual 112 (+20.61) 10

Content Marketing to Boost SEO 11

Content Marketing to Boost SEO 43% increase in non-paid search visitors 56% increase in Google search performance 152% increase in news landing pages traffic 12

Friends and Family 13

Friends and Family 8% of CenterBeam's closed deals year-to-date are due to this effort 14

Results: Outbound Lead Gen (Jan – June) Sales Team Lead Gen Team Dispositions • 21,794 dials Pipeline Leads • 3.1% closed wins Nurtures 4.9% 3.5% 11.0% • 2,803 dispositions • 42 opportunities still Disqualifi No ed 23.4% Response • 308 nurtures in sales pipeline (9/1) 51.3% • 138 pipeline Bad / • Actions: Other 5.9% • 97 leads • Inspection earlier in the process to help set • 3.5% lead rate strategy • Enhanced performance reporting in CRM to measure time in each stage 15

Results: Outbound Lead Gen (Jan – June) Sales Team Lead Gen Team Dispositions • 21,794 dials Pipeline Leads • 3.1% closed wins Nurtures 4.9% 3.5% 11.0% • 2,803 dispositions • 42 opportunities still Disqualifi No ed 23.4% Response • 308 nurtures in sales pipeline (9/1) 51.3% • 138 pipeline Bad / • Actions: 20% Year-over-year pipeline growth Other 5.9% • 97 leads • Inspection earlier in the 112% Growth in sales results process to help set • 3.5% lead Rate strategy • Enhanced performance reporting in CRM to measure time in each stage 16

The Team Solution Services Program Consultant Program Manager Facilitate client discovery Primary client point-of-contact Develop Program Plan strategy document Assure all activity aligns with Program Plan Conduct primary/secondary research as necessary Analyze trending, offer insight on continual improvement Program Supervisor Director, Development & Communications Manage, coach, motivate associates on skills, productivity, results Implement and track effectiveness of incentive programs Conduct call observations for QA Develop, refine, deliver professional development curriculum Ensure performance is within metrics Delivery Dedicated Prospect Development Associates Conduct all inbound or outbound contact Conduct pre-call research React to target client alerts Work in alignment with activity and guidelines outlined in Program Plan Provide client feedback for continual improvement Continually develop/refine skills Solution Support Reports Administrator Database Administrator Configure client reporting Build, cleanse, append data Conduct pre-segmenting/analytics for Program Manager analysis CRM Administrator E-Marketing Specialist Upload lists, contacts, leads, etc. Ensure proper field availability and mapping Ensure all outbound email messages comply with CAN-SPAM Assign/re-assign records to proper sales executives *Courtesy of PointClear 17

Process Summary 1 Segment your market 2 Focus on quality leads 3 Implement multi-touch outbound lead generation 4 Use content marketing to boost SEO 5 Leverage employees/customers for lead referrals Build the Team : Clear roles and responsibilities 6 18

Top Takeaways Form a partnership with your sales colleague 1 2 Recognize that managing your database requires time, effort and energy Make sure that everything you do has a 3 closed-loop process 19

How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and Increase Sales by 112% Karen Hayward EVP & CMO CenterBeam, Inc.