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
Solution
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 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
Results
The first lead closed 2x-3x faster than average 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
Tenlo
Tenlo is a pipeline marketing agency. We strategically connect your marketing to your sales pipeline. You receive tailor-made marketing plans that target only your ideal customers with relevant and engaging buyer experiences. Your leads become customers faster than ever before – and we make it all look easy.
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