Summary

Demand Generation Case Study for HR Benefits Company – Company needed to grow its corporate customer account base by 25% and simultaneously reduce the cost of developing opportunities and closing business.   Their internal team of eight Sales Development Reps were no longer producing enough real sales opportunities to support growth.

In this demand generation case study for a HR Benefits Company you will learn how a demand generation and lead nurturing solution helped double sales and cut cost of sales by 50% in under a year.

Company Background

Collective Goods brings world-class retail experiences with incredible prices to corporate workplaces. These retail events act as an employee benefit that simultaneously allows organizations to contribute to causes they care about. Collective Goods (originally Books Are Fun) is a second-generation family-owned business. Collective Goods runs these pop-up retail events for over 55K schools and 10K corporations annually.

Challenge

Collective Goods wanted to target HR Directors and Benefits Managers with over 200 employees. Generating the deals required an average of 3 to 5 calls to convert into a proposal. Once closed an average deal resulted in $8,000 to $20,000 of annul recurring revenue.

Collective Goods had the equivalent 8 full time Sales Development Reps supporting an independent national rep force with more than 200 salespeople. Sale Development Reps were responsible for generating leads through cold calling efforts and sporadic one-time email campaigns. SDRs were then responsible for a series of calls to educate and qualify the lead before they passed to National Rep to close.

Company needed to grow its corporate customer account base by 25% and simultaneously reduce the cost of developing opportunities and closing business.

Company had a homegrown CRM, a target list of 18,000 companies with names, phone numbers but limited email addresses and no marketing automation tech.

The Solution

Within the first month Digital Demand Center’s parent company Gabriel Sales crafted a go-to-market strategy. Gabriel Sales ran a three-day video production workshop to create lead gen, lead nurturing and sales automation video content. Collective Goods digital marketers provided additional articles and website modifications.

Within the first month Gabriel Sales also addressed gaps in Collective Goods database and augmented that database with an additional 12,000 targets. Gabriel Sales implemented the full Digital Demand Center tech stack and stood up eight Salesforce seats for the Sales Development Reps.

Digital Demand Center’s full tech stack was launched and integrated into Salesforce. DDCs turnkey ongoing managed services team executed a three-part awareness campaign to the entire database over the first eight weeks transitioning into lead nurturing campaign with seven to nine unique offers a quarter.

Within three months Collective Goods Sales Development Reps were receiving a steady flow of predictively scored sales leads.

The Results

Within six months Digital Demand Center™ was producing a sustained flow of:

• 120 scored Sales Ready Leads a Month
• 2x more Sales Appointments (46 a Month)
• Produced 19 New Deals/Accounts Per Month
• Hit their 25% new corporate accounts annual growth targets

In addition, because lead nurturing produced well educated buyers (the average scored lead consumed 4-9 pieces of content and several videos) the company was able to reduce the time an investment required to produce qualified leads and deals The sales team was able to:

• Reduce the calls to conversion from 3 calls to 1 call
• Increase closing rate from 10% to 50%
• SDRs were able to close 50% of deals without needing National Rep
• Company was able to reduce Sales Development Rep headcount from 8 to 4 to reduce overall Cost of Sale Percentage by 40%

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Additional Strategic Benefits

With a CRM and Digital Demand Center™ reporting and dashboards in place Collective Goods Chief Sales Officers and VPs of Sales had ability to target gaps in the market and the ability to focus on those markets for additional growth.

Newly hired Marketing Director was able to leverage dashboards to refine and hone messages.

Company was able to leverage a portion of SDR headcount savings to create additional content and hire an in-house videographer.

Additional Strategic Benefits

With a CRM and Digital Demand Center™ reporting and dashboards in place Collective Goods Chief Sales Officers and VPs of Sales had ability to target gaps in the market and the ability to focus on those markets for additional growth.

Newly hired Marketing Director was able to leverage dashboards to refine and hone messages.

Company was able to leverage a portion of SDR headcount savings to create additional content and hire an in-house videographer.

This concludes this demand generation case study HR Benefits Company.  We invite you to view additional case studies or contact us for your initial free consultation.