Case Study: How ECI Telecom increased CTR and conversions at the top - - PowerPoint PPT Presentation

Case Study: How ECI Telecom increased CTR and conversions at the top of the funnel by over 200%

Michelle Mogelson Levy Associate Vice President, Marketing Programs ECI Telecom

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Most challenging processes in the marketing-sales funnel

• Filling the funnel with qualified leads: A challenge.
• Converting them to sales-ready leads: A bigger challenge.
• Doing it in less than 30 days on a limited budget: Priceless.

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Case study background

The company ECI Telecom The marketplace B2B telecom market, 12-18 month complex sales cycle The product Network infrastructure solutions for telecom providers The channel Compelling engagement to anonymous visitors at the top of the funnel The campaign

• bjective

To increase the inquiries to defined target markets without the overhead cost/resource of outbound marketing

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Case study background

• Centralized marketing team managing demand waterfall
• Heavy alignment with sales throughout all stages of the funnel
• Supporting sales in penetrating new markets
• Management expects high

ROI of all activities

• Average deal size in M$
• Long nurturing lifecycle

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Background – Holistic closed loop marketing

Alignment

Focused on entire waterfall – from Inquiry to Revenue working with sales to try to impact the sales pipeline

SAL SQL Order Inquiry MQL Inquiry MQL MQL cost

Hand-raiser from live or digital activity Nurtured inquiry (organic), or by identifying

• pportunity

as the result

• f F2F

meetings at live events (accelerated) Organic: Cost = 12 months nurture Accelerated: Cost = 22K USD

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Case study background

Problem:

Sales needed immediate (within 30 days) support to penetrate new market and fill the funnel with high- quality leads

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Challenge – What are my options?

Proprietary event

• How can we get an audience?

Industry event

• Poor ROI
• Limited awareness in region
• Brings low-level inquiries in initial stages
• f buying cycle

Digital campaign

• Long-term nurturing required

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Challenge and goal

Goal Challenge Find a fast, cost-conscious way to bring relevant prospects to a proprietary workshop in Sweden within 30 days! Register 20 participants to 8-hour workshop - with no third-party distraction (or the budget associated with distraction )

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Strategy – Inbound

Must be concerted effort

Sales – utilize all connections

• Social media, friends, etc.

Marketing – existing database and anonymous site visitors

• How can I engage my targeted

audience, even though they have not yet identified themselves?

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Add quality to the top of funnel

SAL SQL Order Inquiry MQL Potential Leads

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Tools for real-time engagement at the top

• f the funnel – WCO
• Defined needs:
• Turning the unknown visitor into

known visitor, via real-time engagement

• Segmenting target audience and

delivering relevant messages

• Insightful, real-time sales

intelligence regarding site visitors and behavior

• Benchmarked:
• Technology, cost, and ease of

implementation

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Inbound Marketing – Real-time segmented engagement

Define target audience

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Engage and convert

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Analyze inbound site traffic

1

Create relevant call-to- action

3 Mr. Smith

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Strategy to tactics

Create relevant call-to-action Engage and convert Analyze inbound site traffic Define target audience 1

• Analyze trending traffic to target market

(6 months back)

• Trending engagement
• Clickthrough/conversions

(6 months back)

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Strategy to Tactics

Create relevant call-to-action Engage and convert Analyze inbound site traffic Define target audience

• Regional
• Behavior
• Organization

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Easy to Create Targeted Reactions Advanced Targeted Reaction

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Strategy to Tactics

Create relevant call-to-action Engage and convert Analyze inbound site traffic Define target audience 3

• Defined CTA – for Utility and Telecom players
• Local language engagement
• 8-hour proprietary workshop
• Goal to drive relevant registrations

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Strategy to Tactics

Create relevant call-to-action Engage and convert Analyze inbound site traffic Define target audience 4

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Sweden Workshop inbound campaign

Campaign initiated to promote Swedish utility event

• Background:
• Website traffic from Sweden

prior to the pilot: 90 visitors per month (average spanning 6 months)

• No engagement or

conversions in funnel

• Duration of inbound campaign:

25 days

• Campaign Results:
• Increased incremental traffic from target

market by 60%: The dialogue box appeared 160 times

• 430% increase in engagement (CTR)
• 29% registered for 8-hour proprietary event!

Prior to the Campaign During the Campaign Website traffic

90 (6 months) 160

Engagements

160

CTR

7 = 4.3%

Conversions

2 = 29%

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ROI

• Value per MQL
• TIME: 12 months
• COST: 22K
• New active opportunity in

pipeline valued 6.5 M$

• Cost associated for inbound

engagement tactic – hundreds of dollars

SAL SQL Order Inquiry MQL

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Summary and key takeaways

Define target audience

2

Engage and convert

4

Analyze inbound site traffic

1

Create relevant call-to- action

3 Mr. Smith Increased clickthrough rates by 430%, resulting in new opportunities valued in the M of $. Targeting anonymous audience at the top of the funnel brings high-quality leads to your funnel

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The not so obvious win - byproduct...

We reached our goal... but what else did we get out of this?

• Sales alignment
• Sales sees true value in the powerful information which has changed our level
• f alignment tenfold. Sales leaders are empowered with knowledge and see

tremendous value.

• Change in mindset regarding

engagement throughout the funnel

• Not just applicable for top of funnel –

rather throughout the funnel

• Changes the rules of how we

interact with site visitors

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Sales alignment is ultimate goal

• Sales believing marketing makes an impact

creates foundation for alignment

• Sales promoting marketing
• True alignment result of

set of common goals and objectives and consistent measurement using the same metrics *

MarketingSherpa 2012 B2B Marketing Benchmark Report

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Credits and players

Demand Waterfall 2012 B2B Marketing Benchmark Report

Players

Marketing Automation Platform Real-Time Targeted Engagement Tool

Credits

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Michelle Mogelson Levy AVP Marketing Programs ECI Telecom Mail: Michelle.Levy@ecitele.com Linkedin: MichelleMogelsonLevy Twitter: @mogelsonlevy

Thank You