A 2-Month Test Closes Sales 2X Faster
If you’re like most companies, your marketing and sales teams value leads differently. So how do you deliver usable leads that your sales team can convert? For Aquatherm, we conducted a short regional test. We maximized its existing CRM technology, validated leads with the sales team and shortened the 12- to 18-month sales cycle to just 6 months.
Content Strategy
Co-authored original content with Aquatherm about the trending steel tariffs, which were an industry-wide "hot button"
Media & Channel Strategy
Developed highly targeted social media and paid search ads to drive potential customers to a landing page where they provided contact information in exchange for the steel tariff content
CRM & Email Strategy
We "warmed" the leads with an email series and then tagged them for follow-up in the CRM so that the sales team could focus on prospects that were most likely to convert into customers
The Challenge
Prove that marketing could help the sales team close sales faster
Show the business value of leveraging an underutilized CRM platform
Test a marketing plan in only one sales region that could be scaled nationally
Quickly demonstrate positive results in just two months
Strategic Process
Quantify Relevant Awareness
Defined regional audience segments that cared most about the financial impact of steel tariffs, which were a high-trending industry topic
Map Points of Influence
Identified the channels where audience segments were most likely to engage with information about steel tariffs
Prove Your Business Value
Delivered relevant messaging that convinced potential customers to download content and request consultations
Align Tactics to Sales Funnel
Used CRM and email to warm leads and qualified them with the support of Regional Sales Managers
Rapidly Execute, Test & Analyze
Developed and tested an integrated marketing plan in one sales region that can be optimized and scaled on a national level
The first lead closed 2x-3x faster than average
Sales Benefits of Pipeline Marketing
98% of leads were high-quality according to the sales team
2x-3x faster than average sales cycle length
25% of website visitors were high opportunity to win