BPO Outsourced Sales and Marketing Case Study

BPO Outsourced Sales and Marketing Case Study

by | Jul 25, 2017

Company is a mid-sized outsourced BPO services firm supporting specific financial services functions for the real estate industry with facilities in Manila and India. Company and 20 year sales partner parted ways with Senior Executives retirement. Company needed to take over all account management responsibilities while simultaneously building its own direct sales process and infrastructure.

The Challenge

Company needed a complete sales and marketing solution. Executives had deep industry domain expertise and wanted to acquire sales and marketing strategy expertise and to avoid a 300K investment in enterprise reps with an outsourced sales and marketing solution first.

  • Selling to Fortune 500 SVPs and Management and SMB owners
  • The universe of decision makers for the Company’s solution was less than 6,000 individuals across the United States
  • Company needed to be prepared to sell to both business owners of privately held companies and the Fortune 500
  • Company had no database, CRM and website was 5 years old.
  • Complexity of the sale and solution would require hiring 150K – 200K full comp reps and would take over a year to train.
  • Company had never attempted to develop leads beyond tradeshows and rolodex reps.
  • Typical sales cycle was 2-3 years from first contact.

The Solution: Year 1

Sales and Marketing Strategy, Target Market Research, Content Strategy, Marketing Automation and Website Development, B2B Lead Gen Campaign, Outsourced Sales and Marketing Execution

 

  • Gabriel Sales implemented our agile sales acceleration workshop to develop a comprehensive integrated sales and marketing strategy.
  • Re‐developed website in order to engage key prospect and customer segments by leveraging Company’s deep, industry‐leading expertise and knowledge
  • Targeted entire market of decision makers with comprehensive outbound calling & email campaign and pay-per-click campaign.
  • Implemented Marketing Automation System and Digital Demand Center™
  • Planned and developed ongoing buyer education nurturing program with relevant and valuable content mapped to the buying process
  • Performance reporting: marketing and sales pipeline scorecard (Traffic to MQL to SAL to SQL to Revenue), calling, content engagement, and marketing programs performance management.

The Results: Year 1

  • Targeted and confirmed the entire market was aware of the company and their solution.
  • Developed a database of 3,000 senior decision makers who opted-in to the company’s ongoing monthly “buyer education” marketing newsletter to ensure company remains top of mind.
  • Developed 4 opportunities

Ongoing Solution

  1. One, three-part new lead generation campaign, twice annually
  2. Annual sales and marketing strategy workshop
  3. Staff blended outsourced marketing team to manage ongoing nurturing
  4. Ongoing staffing of part time outsourced inside sales reps to monitor lead scoring engine to set appointments for company’s senior executives and account managers.

Company is now able to close business with existing executives and account management reps

Ongoing Results

Outbound Calls a Month

Ave. Appointments Set a Month

%

Ave. Appointments Moving to Pilot Program a Month

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Imaginatik Outsourced Sales and Marketing Case Study

Imaginatik Outsourced Sales and Marketing Case Study

by | Jul 25, 2017

The Situation

A publicly traded company, Imaginatik, was founded in 1996, and sells a mix of consulting and advisory services, hands-on innovation projects, program management, and award-winning enterprise software globally. Company’s U.S. office was comprised of a team of high-end enterprise sales executives, executives and consultants with domain expertise, and a marketing director.

The Challenge

Company wanted to move beyond its reliance on rolodex reps to generate its sales pipe and reduce its 18-month sales cycle. Because of their limited bandwidth, they felt an outsourced sales and marketing solution made sense.

  • Selling to C-Level, VPs and Directors in Fortune 2000,
  • Marketing Director was responsible for brand, trade shows and sales operations support.
  • Company was reliant on relationships and rolodex enterprise reps, so pipe oscillated.
  • Sale was complex and required high-level of focus of enterprise reps to close.
  • SVP of Sales had no interest, experience or desire to manage a lead generation team.
  • The company had experimented with webcasting as a lead generation and lead development program, but only had a database of less than 2,000 opt-in buyers for ongoing marketing.
  • Sale required selling different value props to the end user, management, and C-suite for final budget approval.

The Solution

Over an 18-month period, we worked with Imaginatik on Marketing Automation and Content Management Systems Integration, Targeting, Lead Generation Campaigns, and Outsourced Sales and Marketing Execution for Opportunity Development.

  • Documented buyer persona and buyers journey for 4 specific verticals and 3 decision maker layers.
  • Implemented Marketing Automation and integrated Digital Demand Center™
  • Conducted several content workshops to develop content for new lead generation and to automate the early buyer education process.
  • Built 7 microsites for specific audiences for new lead generation campaigns and ongoing nurturing
  • Executed quarterly eProspecting campaigns to build awareness and target specific markets
  • Staffed blended outsourced sales and marketing team to manage ongoing nurturing and marketing automation campaigns.
  • Staffed calling reps to leverage the marketing automation platforms to set appointments for senior reps.

The Results

Opt-in Targets Generated for Database

Appointments Scheduled for Senior Enterprise Reps

Sales Qualified Opportunities Developed

Deals Closed in 18 Months

Over an 18 Month Engagement, Gabriel Sales:

  • Built awareness and an opt-in database of over 12,000 early stage leads of ideal targets for ongoing marketing
  • Scheduled 240 appointments for senior enterprise reps
  • Developed 56 sales qualified opportunities
  • 1 transaction in first 6 months, and 4 additional transactions in second 6 months
  • Established baselines that evolved into predictable dollars in/dollars out metrics for early stage pipe flow
  • Transitioned the sales engine to Imaginatik internal marketing team. Director of Marketing promoted to CMO and built internal support team of 3 marketers and 2 inside sales reps.

Gabriel Sales moved to outsourced sales project work.

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Healthcare Outsourced Sales Trade Show Marketing Case Study

Healthcare Outsourced Sales Trade Show Marketing Case Study

by | Jul 25, 2017

Outsourced Sales & Trade Show Marketing Support

The Challenge

Technology firm selling a clinical desktop solution had recently hired 2 new sales executives and wanted to leverage the annual HIMSS conference with a 20X40 booth to quickly ramp their new hires pipe and introduce a new solution to the market. Needed to build awareness across the industry and generate an active pipeline exiting the show.

Selling: Technology with Professional Services

Selling To: Hospital Clinicians, Finance, IT and Operations

Average Deal Size and Sales Cycle: Average pilot deal size is $50K $100K. With solutions scaling to six figures annually. Pilot takes 180 days to 1.5 years close.

The Solution

Developed a comprehensive outsourced sales and marketing campaign to build awareness to a broad audience prior to the trade show and generate booth traffic during the show with the intent to engage, develop and prioritize leads to call and set appointments post show.

Gabriel Sales Executed a Turnkey Campaign by:

Producing and currating Digital Content and Implementing a Lead Scoring Automation System

Pre-show

  1. List acquisition
  2. Show specific content development
  3. Awareness email campaign
  4. Appointment setting – 1000 calls

In-show

  1. Awareness email Campaign
  2. Reminder

Post-show

  1. Database management
  2. Follow-up email Campaign
  3. Sales Ready Lead identification prioritizing scored leads
  4. Demo/appointment setting – 1000 calls

The Results

In-show Meetings Scheduled

Product Demos Scheduled

Leads for Database

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Outsource Sales and Marketing Solution for Start Up SaaS Technology

Outsource Sales and Marketing Solution for Start Up SaaS Technology

by | Jul 24, 2017

SingleTree Technologies Case Study

The Challenge

A privately held professional service company developed a server based solution to optimize delivery for their existing professional services clients. The solution was so well adopted they developed a SaaS solution to service a broader market.

  • Selling a 20K to 40K annual license with 30K start up fee to Mid-Level Management in SMB market.
  • Sales cycle was 120 days to 1 year once engaged (annual budget cycle).

Company needed an outsourced sales and marketing solution to generate new qualified leads for closer. Executives had deep industry domain expertise and wanted to acquire sales and marketing strategy expertise and build the sales funnel prior to hiring and outside rep. In addition company wanted to build awareness in core market vertical first and over time expand solution to additional verticals.

Additional Challenges:

  • Company was self-funded and wanted to run lean
  • Buyers were not aware this type of solution existed in the market
  • SEO and Inbound marketing tactics would be of limited use because no one was searching for the solution
  • Executives had sale expertise but had no interest, experience or desire to manage a lead generation team
  • Company was starting from scratch with no database to target
  • SEO and Inbound marketing was of limited value because
  • Mid-level management
  • Sale required selling different value props to the end user, management and C-suite for final budget approval

The Solution

Initial 6 Month Outsource Sales and Marketing Solution:

Sales and Marketing Strategy, Target Market Research, Content Strategy, Content Production Marketing Automation and Sales Automation, B2B Lead Gen Campaign, Outsource Sales and Marketing Execution

  • Gabriel Sales implemented our agile sales acceleration workshop to develop a comprehensive integrated sales and marketing strategy.
  • Researched multiple verticals to determine size, viability and ease of reach using SEO, social media, email marketing and cold calling
  • Documented buyer persona and buyers journey for 2 specific verticals and 2 decision maker levels.
  • Implemented Pardot as Marketing Automation Tool, SF.com and integrated Digital Demand Center™
  • Conducted onsite content workshop to develop content for new lead generation and to automate the early buyer education process including video demos,  head shot FAQs, blogs, checklists and webcasts
  • Executed eMail marketing campaigns to build awareness and target specific markets
  • Staffed blended marketing team to manage ongoing email nurturing and marketing automation campaigns.
  • Scored leads
  • Staffed outsource sales reps to leverage the marketing automation platforms to set appointment for senior reps.

The Results

Initial Results - First 6 months

Database of decision makers in key verticals

Sales qualified opportunities transitioned to company closer

Day Turnaround

On-going Engagement:

The Results are Still Amazing

  • Company hired in-house marketer to enage scored leads, and to create an ongoing flow of content to use in sales engine.
  • Gabriel Sales trained in use of the sales engine.
  • Gabriel Sales continues to add 5000 fresh leads into the engine an a semi quarterly basis with additional email marketing awareness campaigns
  • Gabriel sales continues to manage the blocking an tackling of automation system and outbound email marketing
  • Gabriel Sales manages social media content distribution and tightly controlled PPC and retargeting campaign

The Engine Still Produces

  • Engine continues to generate 2-4 new qualified opportunities per week
  • Engine continues to develop 100 sale ready, early stage leads per month
  • Engine continues to bring in leads ready for initial engagement
  • Engine itself, sustains enough lead flow for enterprise sales rep

What is the Difference Between B2B Demand Generation and B2B Lead Generation?

by | Jul 21, 2017

As an outsourced B2B demand generation and sales outsourcing company, we are frequently asked by customers, what is the difference between demand generation vs. lead generation when the goal for both is to increase revenue and drive more sales for a company? There are many definitions, so here is ours:

  • B2B Demand Generation is the integrated marketing and sales machine that gets sales qualified leads to the sales rep and then helps to close with sales content marketing. B2B demand generation’s job is done when the deal is closed.
  • B2B Lead Generation is the measurable output of the machine. B2B lead generation’s job is done once that lead is moved from a marketing qualified status to a sales qualified status.

As a sales outsourcing and B2B demand generation company, we have been fortunate enough to work with some tremendous innovators while building parts or all of their high velocity sales machines. Below are some of the best practices and tactics Gabriel Sales recommends and tips from some of the thought leaders we work with: