Fundraising and Employee Benefits Event Outsourced Sales Case Study

Fundraising and Employee Benefits Event Outsourced Sales Case Study

by | Jul 25, 2017

 

 

Fundraising and Employee Benefits Event and Sales Outsourcing

The Challenge

Company had an independent national rep force with more than 300 sales people. Company was planning to increase the size of the rep force by 25%, and needed to increase the volume of deals for both existing reps and new territories. Company had no database or inside sales and marketing support team to generate new leads.

Selling:   Fundraising and Employee Benefits Event  

Selling To: SMBs and Enterprise Companies

Average Deal Size and Sales Cycle:  Average initial deal size is $2K to $5K with most deals generating an additional $4K to $8K annually for many years once account opened.

The Solution

Gabriel Sales executed a Go-To-Market Research project to:

  • Size the market opportunity and what tactics were best suited to reach the market
  • Identify the Ideal Customer Profile and Buyer Persona
  • Documented Company’s Sales Process

Gabriel Sales developed a comprehensive outsourced sales and marketing campaign to:

  • Build awareness to a broad audience prior to the show
  • Build a database for ongoing marketing
  • Create content to automate early stage buyer education
  • Create content to nurture buyers not ready to transact
  • Implement a marketing automation and CRM system to manage campaign
  • Execute outbound eMail Marketing campaigns to build database
  • Staff callers to qualify leads and set appointment for national rep force

The Results

 

Opt-In Database of Potential Buyers

Ave. Monthly Sales Appointments

Ave. Monthly New Accounts Won

Built an In-House Sales Engine

Opt-In Database

Built an in-house, opt-in database of more than 40,000 potential buyers and counting.

Predictable Growth

Built a steady state process that generates a predictable stream of monthly sales appointments.

I

Automated Process

Built a sales and marketing process that leads to 15 – 20 new accounts, monthly.

Outsourced Sales and Marketing Trade Show Support

Outsourced Sales and Marketing Trade Show Support

by | Jul 25, 2017

Learn more about how Outsourced Sales and Marketing Trade Show Support Can Scale Your Sales Funnel.

 

The Challenge

Technology firm providing Cloud, Application and Strategic services for PCI Compliance was looking to increase the ROI of their investment in attending annual trade show with 5000 attendees and 200+ exhibitors. Company decided not to invest in a booth. Instead they sent one sales representative and a C-level Executive. Company needed to develop an approach that would maximize the bandwidth of the two attendees.

Selling To: eCommerce Companies, Financial Services and Financial Services Service Providers. Decision Makers include – CFOs, Compliance and Security Directors and Executives and IT Directors and Executives

Average Deal Size and Sales Cycle: Average pilot deal size is $30K to $50K. With solution scaling to six figure annually. Pilot takes 60 to 180 days to close.

 

 

The Solution

  • Determined the availability of target list of buyers attending the trade show
  • Developed end-to-end digital content marketing and outsourced sales and lead generation opportunity identification strategy to automate engagement with prospects and keep company’s resources focused on meetings and business development during the trade show.
  • Implemented a 5-part integrated calling and content marketing plan to develop leads and set appointments after the trade show.
  • Executed the campaign pre-show, including a 3-part email campaign with 800 introductory calls to set meetings at the event.
  • Completed a 6-week campaign after the trade show including 800 calls and a 5-part best practices email marketing campaign.

 

The Results

 

Grew Sales Qualified Opportunities Pipeline to $760,000 of real sales opportunities

 

New Leads for the Show

Meetings Scheduled for Trade Show

Additional Appointments Generated After the Show

Dollars in Sales Qualified Opportunities Pipeline Growth

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Fundraising and Employee Benefits Event Outsourced Sales Case Study

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Imaginatik Outsourced Sales and Marketing Case Study

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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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