Challenges
Undefined sales & marketing process
Ad-hoc communication with long time intervals
Administrative time for prospecting & lead generation
Manual communication between sales and marketing
Follow-up after interest shown (downloaded guide)
Identifying sales-ready leads that needed sales attention
SYSTEM
Salesforce Account engagement (Pardot)
HEADQUARTERS
Stockholm
NUMBER OF EMPLOYEES
+450
OBSERVATION
675M
INDUSTRY
Media
TARGET GROUP
B2B
Process
We defined the target audience, and mapped the lead process from first visit to the website to a completed purchase. Based on different activities through the customer journey, we identified which activities should be automated and which require the attention of salespeople.
Implementation
The defined processes were then implemented in the Salesforce Account Engagement (Pardot) system.
Example float 1.
After a prospect downloads a guide, they are added to a nurturing program. The program sends a series of e-mails on the same subject, as well as introducing the VIA-TT service. Once the person has gone through the program, their status is updated to MQL (Marketing Qualified Lead)
Example flow 2.
After a prospect becomes MQL, the contact is qualified by market. If the MQL is qualified, the responsible salesperson is notified. At this point, a series of sales emails are sent from the salesperson with the goal of booking a demo. As soon as the person books the demo, they are removed from the flow, and a notification is sent to the responsible sales person.
Optimization
After the process is implemented, measurement and analysis is done on a weekly basis and the information is used for further optimisation. Changing the content of flows, the time between activities or changing the subject line in different E-mails are some examples of possible adjustments.
50 booked meetings
About 50 attempts to book digital meetings one month after the campaign went live
New paying customer
2 paying customers
one month after the campaign had gone live
Saved Time
About 8-10 hours/month/salesperson administrative time saved in one month
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