The Challenge

For MMC’s first nurturing campaign they wanted to focus on promoting their online SAP training courses to corporate user groups. The biggest challenge to marketing to this group was that the need for SAP training is a latent pain point – most companies don’t realize they need it.

The company’s sales team was making 1,000 outbound cold calls each week to secure 8-9 demos. The goal of the campaign was to automate the sales process and improve the sales team’s productivity.

Our Solution

LeadLife developed a nurturing campaign for MMC that was designed to educate prospects on the business case for SAP training. Each email briefly introduced the topic and then linked to a landing page where the prospect could read more. The landing pages included a “Sign up for a Demo” form to automate the first stage of the buying cycle.

Once a lead engaged with the campaign or signed up for a demo online, an automated email alert was sent to the sales team. Since lead scoring was used, the sales team was able to prioritize their time by calling leads with the highest score first.

Testimonial

With LeadLife’s technology and lead management expertise, we were able to automate the first stage in our complex buying process and boost our sales team’s productivity.The campaign generated 8 demos in the first week – this required no effort by our sales team. Instead of trying to find prospects they were able to spend their time selling
Thomas Michael, CEO, Michael Management Corporation

Results

The campaign generated over 8 online demo requests within the first week of the campaign. Automating this process required very little effort by the sales team, which helped increase their productivity. The real time sales alerts increased their contact rates because prospects were more likely to be at their desk when they called. Plus, the prospects were much more receptive to the initial call, helping to improve first-call conversion rates.

“With LeadLife’s technology and lead management expertise, we were able to automate the first stage in our complex buying process and boost our sales team’s productivity,” said Thomas Michael, CEO of Michael Management Corporation. “The campaign generated 8 demos in the first week – this required no effort by our sales team. Instead of trying to find prospects they were able to spend their time selling.”