Highlights

• 20% increase in sales productivity means more deals in less time
• 50% reduction in cold calling yields lower cost per opportunity
• Marketing and sales in alignment

Challenges

Enquiro, a B2B search marketing agency, generated sporadic floods of leads from white paper downloads and webinar registration, but despite the fact that its sales team spent 1-2 days a week making cold calls, they still had to ignore 80% of these prospective customers. With no visibility into the quality, behaviors or specific needs of each individual, sales experienced low productivity and many lost opportunities.

Solution

With Marketo, Enquiro has instituted lead scoring and behavior tracking to prioritize prospects, automatically handing off the most engaged leads to sales. Now, sales knows which leads to call first, precisely what their needs and interests are, and the right approach to engage each one. Leads that aren’t immediately qualified are recycled back to marketing where they receive further lead nurturing until they are ready to consider a purchase.

Benefits

While Enquiro now hands fewer leads to sales, the ones they do send are higher quality and come in a more consistent and manageable flow. This means sales no longer ignores marketing leads, resulting in better marketing ROI. It has also enabled the sales team to cut unproductive prospecting time by 50%, freeing them to focus on the most qualified leads. As a result, the company has realized a 20% increase in sales productivity.