As the network solutions provider of choice for growing enterprises with big ambitions, Windstream Enterprise (WE) is no stranger to using marketing automation to promote its services. But the company’s marketing campaigns suffered from a lack of integration between WE Sales and Marketing teams. Sales reps were left out of the lead selection process that’s crucial to running a successful campaign.
What’s more, WE had no way of measuring campaign performance—what worked, what didn’t work, and which contributed to their pipeline. WE Sales reps had to rely on generic, one-off emails to send when they wanted to reach out to potential leads. Without any deep qualification, reps struggled to have meaningful sales conversations with prospects who weren’t ready to engage.
At Quarry, we knew we had to bring WE’s people, and their data, together.
WE Sales reps struggled to have meaningful sales conversations with prospects who weren’t ready to engage.
Free the reps, fill the funnel
Higher sales happen when Sales and Marketing work together. Research bears us out: According to SiriusDecisions, B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth. 1
B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth.1
By involving WE Sales more closely in the lead selection and nurture process, we knew they could increase their appointment bookings—and their chances of success. The challenge was to equip Sales with a way to reach out to their preferred contacts, while enabling Marketing to offer support on who to target, based on analytics such as engagement scores.
Nurturing leads and creating opportunities—programmatically
WE and Quarry collaborated to develop MyCampaign: a series of Sales rep-activated programmatic, multi-touch ABM campaigns that feature targeted messaging within the emails, along with compelling dimensional direct mailers (DMs), thought-leadership content and door-opener incentives. This “always-on” demand generation engine, designed in Marketo, accommodates new content and assets, engages prospects and customers with relevant content based on their buyer journey stage and interests, and progresses buyers forward in their journey to a point where they are ready to speak with Sales. Marketing sets up the campaigns, sequences them, provides the tactics and makes them available to the Sales team to execute. As prospects interact with content (typically downloads), leads are funnelled to Sales immediately. Now all we had to do was make the program user-friendly enough for Sales to adopt.
The opt-in page: Choose your own sales adventure
Using the API integration capabilities of WE’s Marketo solution—along with the solution’s native integration with PFL, Marketo’s print-on-demand partner—Quarry developed and incorporated a customized opt-in landing page that lets the Sales team launch prospecting campaigns from WE’s Salesforce CRM solution. The opt-in page offers Sales reps all the contextual information they need to help them choose the right campaign for a given set of leads. It also keeps them informed about where leads are in a campaign (for example, which emails a lead has received), and advises them on what actions to take next. Additionally, the page features key prospect information to help reps avoid entering invalid data, which eliminates the time and expense of troubleshooting campaigns later on.
The opt-in page offers Sales reps all the contextual information they need to help them choose the right campaign for a given set of leads.
5x the opportunities, 70% faster time to close, and a Global Ace Award
Since the MyCampaign program launched last year, WE has seen over five times the opportunities they saw before they adopted the program—and a 70% faster time to close. And WE reps love it. In the words of one rep, “My background is with HP and IBM and this is by far the best campaign resource and the most aligned I have ever seen marketing and sales.” The icing on the cake? MyCampaign won the 2019 Global Ace Award for Sales Enablement.
My background is with HP and IBM and this is by far the best campaign resource I have ever seen.
As Quarry continues to work with WE to refine and grow the MyCampaign nurture architecture, we’re looking forward to helping WE Sales achieve even more great leads and more revenue.
Big initiative, big team to recognize! Shout outs to core project folk David Chirakal, Tristan Holmberg, Natalie Van Der Pas, John Van Daele, Jeff Anton, Alicia Sanchez-Krulicki, Nicki Munro, Frances Ranger, Heather Martin and Colin Phillips for bringing this one to life.1. “10 Key Account-Based Marketing Stats Marketers Should Know.” Salesfusion.com.
Accessed 11 July 2019.