A mid-size enterprise software firm had challenges getting the most from its marketing budget. Their sales and relationship management teams attended multiple industry tradeshows, but had trouble quantifying their impact. They wanted to campaign to attendees before events – and better prioritize leads. In addition, the chief marketing officer wanted to model the best-performing prospects and customers to find more like them, and to make relationship intelligence accessible to sales and relationship managers.
We partnered with the chief marketing officer and head of relationship management to provide their teams with access to RelPro, enabling them to prospect by job function in companies where they already had relationships, and find new contacts that shared characteristics of their best customers. They are able to upload lists before and after events, adding contacts and detailed individual details to enrich the list.
The marketing team promoted an integrated message before, during and after events. They prioritized leads that actually were leads – vs. just booth visits – by comparing event visitors to their current lists, and enriched them with missing relationship intelligence so that they were better prepared for encounters with these targets at the show.
In post-event feedback, sales feedback on meaningful conversations rose dramatically – and they were able to focus their follow-up on the most qualified leads. Details were stored in the marketing automation tool, improving future conversations – and enabling the team to close sales more quickly.