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:

Why Outsource Your Sales and Marketing?

by | Jul 20, 2017

Because the rules of sales engagement have changed for good.

Time is money. Your buyer now expects you to make your content relevant and available so that they can educate themselves, digitally. They expect you to service them early in their buying process, not just put them in front of hard charging closers. You need marketing and sales talent with experience and expertise to integrate content and sales professionals seamlessly.

You can build out a $600K/year sales and marketing organization internally that may take 18 months or longer to come up and running, or you can foster a sales alliance partnership which can help you not only help you a campaign up-and-running in as little as 5 days. We believe a proven team that has all the skill sets and a proven track can help your team become successful faster.
We believe the buyer’s journey is as important as your sales process. This means you need senior strategists that understand both to streamline your process.

We know that creating content to keep up with the demands of your buyers is often hard to get off the ground. Experienced creative talent that specializes in the needs of fueling automation engines is difficult to find. We add specialized talent to your existing team immediately.

Today’s marketing departments are increasingly technology-powered. We have experienced this ourselves and are experts in these various analytics programs, marketing automation and salesforce automation platforms. This allows us to work with what you have in place, or we can help you build best practices from scratch.

Simply throwing bodies at the problem and generating more leads won’t solve the problem. We have well trained reps that understand how to use the automation tools to identify the hottest opportunities and buyer education reps that understand the nuances and desires of the new buyers.

We know that the right team with the right skills will provide you with better data and robust quantitative & qualitative analysis. This is an essential step that’s required to quickly make this challenging market shift and automate as much of your sales and marketing process as possible without losing sales… or your shirt!

Outsourcing Sales and Lead Generation Case Study

Outsourcing Sales and Lead Generation Case Study

by | Jul 13, 2017

Online Technology Publisher

The Challenge

Sales were flat with core offering static or in decline as target decision makers were being flooded with a wave of new products and solutions. Sales Team had slipped into complacency as account managers focused on servicing existing accounts reselling same products and services. Through attrition existing team did not know how to generate new business (no entrepreneurial spirit).

Selling To: VPs, Product Managers and Directors of Marketing in Mid-Market

The Solution

  • Sales Process Consulting – GS identified gaps in the business operations, human resources and training necessary to produce individual and organizational SWOT analysis.
  • Sales Consulting – Gabriel Sales crafted an Ideal Customer Profile and conducted existing client interviews to discover and recommended areas for 3 new service and product offerings.
  • New Product Launch and Outsourcing Lead Generation  – Gabriel Sales targeted 1200 new companies hitting Ideal Customer Profile
  • Outsourcing New Business Acquisition – Staffed Inside Sales Rep to close package deals and to sale qualify and set appointment for larger opportunities.

The Results

  • 2 of 3 new product offerings gained traction producing one business unit generating 300K in revenue annually at a 50% margin and a second unit generating 500K annually at a profit margin of 21%.
  • Priced, scripted and created marketing material for new products offers. Once methodology and offers built set quotas, forecast and trained existing sales force in new solutions without disrupting their workload.
  • Re-invigorated – 6 existing clients once re-engaged with a customer centric and solutions based sales approach increased annual revenue engage 2X