How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and - - PowerPoint PPT Presentation

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How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and - - PowerPoint PPT Presentation

Aug 24, 2023 222 likes •434 views

How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and Increase Sales by 112% Karen Hayward EVP & CMO CenterBeam, Inc. The Problem Sales executing all lead generation activity MORE Outbound email LEADS ! Telephone

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How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and Increase Sales by 112%

Karen Hayward EVP & CMO CenterBeam, Inc.

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2

The Problem

  • Sales executing all lead

generation activity

  • Outbound email
  • Telephone F/U
  • Nurturing
  • Major database acquisition failed
  • Pipeline shrinking

MORE LEADS!

Marketing handed an urgent issue to fix

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3

Key Segments: Optimal target markets

43,000 26,104

Segmented Up market High value SIC

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Key Segments: Focus on quality

Buying Authority Business Challenges Compelling Need Timeframe Pipeline: Not ready to engage with outside sales

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Qualified Lead Criteria

Critical Success Factors: Consistent application of qualifying criteria Lead QA prior to release to Outside Sales

Decision Maker Urgency Budget Time Process Competition $200M revenue 200+ employees SIC to 2 digits

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Outbound Lead Gen Process

Lead Database

Refined Universe

  • 80 dials per day
  • 8 touch process
  • Pipeline building
  • Live chat on website
  • Record conversation
  • Write-up
  • Lead alert via email
  • Lead in CRM
  • Book next call

Reheats • Lead Audit

Outside Sales

Qualified Leads

Marketing

Email nurture Website leads

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Outbound Lead Generation

Multi-touch, multi-media, multi-cycle processes multiply results Buyer’s Journey

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Call Flow

Problem and Implications Priority and Process Establish Next Step Conduct Remnant Qualification

Open Dialogue Close

Recap

  • Start with open-, then closed-ended questions • Frame situation • Uncover pain • Extract latent

issues • Explore urgency • Determine priority • Outline the decision making process

  • Use SPIN Selling, Solution Selling, Miller Heiman • Recap to highlight • Clarify understanding

Situation Ask for Referral

Build Rapport Establish Credibility Qualify Against Criteria

Self-Introduction Establish Common Ground Ask for Time

  • Use prospect’s language • A referral is always best • Confirm responsibilities • Trigger event • Use

proof point or benefit statement • Be relevant • Be direct, to the point, truthful Create Interest 1. Improve Tech Services for anticipated growth 2. Scale up or down quicktly with aligns with current needs and budget 3. Improve user satisfaction and productivity Silver Bullets - Relevant examples of the 3 conditions of need:

Transition

*Courtesy of PointClear

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Management Report

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10 SALES REPS MANAGED SERVICES

Weekly Leads (Actual) Weekly Lead Stats Cumulative YTD Stats End Robert Liz Dharmesh Matt PS Total Target + / - Total Target + / - 7-Jan 2 4 6 2.9 3.1 6 2.9 3.1 14-Jan 1 1 1.0 0.0 7 4.0 3.0 21-Jan 1 2 3 2.7 0.3 10 6.7 3.3 28-Jan 3 3 4.5

  • 1.5

13 11.2 1.8 4-Feb 2 2 1 5 4.3 0.68 18 15.5 2.5 11-Feb 1 3 1 5 3.0 2 23 18.5 4.5 18-Feb 1 3 1 5 2.9 2.15 28 21.3 6.7 25-Feb 1 1 3.0

  • 2

29 24.3 4.7 4-Mar 1 1 2 3.0

  • 1

31 27.3 3.7 11-Mar 5 2 1 7 2.1 4.94 38 29.4 8.6 18-Mar 2 4 1 6 2.1 3.9 44 31.5 12.5 25-Mar 4 1 4 2.3 1.67 48 33.8 14.2 1-Apr 1 2 2 3 4.0

  • 0.97

51 37.8 13.2 8-Apr 1 1 1 2.6

  • 1.63

52 40.4 11.6 15-Apr 1 1 1 2 3.2

  • 1.24

54 43.7 10.3 22-Apr 1 1 3 5 4.3 0.72 59 48.0 11.1 29-Apr 2 5 1 2 8 4.4 3.56 67 52.4 14.6 6-May 1 1 1 3 3 3.5

  • 0.45

70 55.8 14.2 13-May 3 1 3 1 7 3.3 3.74 77 59.1 17.9 20-May 2 2 2 2.2

  • 0.18

79 61.3 17.7

Keeping Stakeholders Informed

Managed services for past two weeks:

  • 7 leads
  • Consistent 3.5% lead rate

For July: 19 leads Billing SLA: Target 91.39 vs. Actual 112 (+20.61)

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Content Marketing to Boost SEO

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Content Marketing to Boost SEO

43% increase in non-paid search visitors

56% increase in Google search performance 152% increase in news landing pages traffic

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Friends and Family

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Friends and Family

8% of CenterBeam's closed deals year-to-date are due to this effort

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Results: Outbound Lead Gen (Jan – June)

Lead Gen Team

  • 21,794 dials
  • 2,803 dispositions
  • 308 nurtures
  • 138 pipeline
  • 97 leads
  • 3.5% lead rate

Leads 3.5% Nurtures 11.0% Disqualifi ed 23.4% Bad / Other 5.9% No Response 51.3% Pipeline 4.9%

Dispositions

Sales Team

  • 3.1% closed wins
  • 42 opportunities still

in sales pipeline (9/1)

  • Actions:
  • Inspection earlier in the

process to help set strategy

  • Enhanced performance

reporting in CRM to measure time in each stage

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Lead Gen Team

  • 21,794 dials
  • 2,803 dispositions
  • 308 nurtures
  • 138 pipeline
  • 97 leads
  • 3.5% lead Rate

Leads 3.5% Nurtures 11.0% Disqualifi ed 23.4% Bad / Other 5.9% No Response 51.3% Pipeline 4.9%

Dispositions

Sales Team

  • 3.1% closed wins
  • 42 opportunities still

in sales pipeline (9/1)

  • Actions:
  • Inspection earlier in the

process to help set strategy

  • Enhanced performance

reporting in CRM to measure time in each stage

Results: Outbound Lead Gen (Jan – June)

20% Year-over-year pipeline growth

112% Growth in sales results

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The Team

Solution Support

Reports Administrator

Configure client reporting

CRM Administrator

Upload lists, contacts, leads, etc. Ensure proper field availability and mapping Assign/re-assign records to proper sales executives

Database Administrator

Build, cleanse, append data Conduct pre-segmenting/analytics for Program Manager analysis

E-Marketing Specialist

Ensure all outbound email messages comply with CAN-SPAM

Delivery

Dedicated Prospect Development Associates

Conduct all inbound or outbound contact Conduct pre-call research React to target client alerts Work in alignment with activity and guidelines outlined in Program Plan Provide client feedback for continual improvement Continually develop/refine skills

Solution Services

Program Consultant

Facilitate client discovery Develop Program Plan strategy document Conduct primary/secondary research as necessary

Program Supervisor

Manage, coach, motivate associates on skills, productivity, results Conduct call observations for QA Ensure performance is within metrics

Program Manager

Primary client point-of-contact Assure all activity aligns with Program Plan Analyze trending, offer insight on continual improvement

Director, Development & Communications

Implement and track effectiveness of incentive programs Develop, refine, deliver professional development curriculum

*Courtesy of PointClear

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Process Summary

Segment your market 1 2 3 4 5 6 Focus on quality leads Implement multi-touch outbound lead generation Use content marketing to boost SEO Leverage employees/customers for lead referrals Build the Team: Clear roles and responsibilities

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Top Takeaways

Form a partnership with your sales colleague 1 2 3 Recognize that managing your database requires time, effort and energy Make sure that everything you do has a closed-loop process

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How CenterBeam Deployed 3 Key Programs to Grow Their Pipeline and Increase Sales by 112%

Karen Hayward EVP & CMO CenterBeam, Inc.