CHALLENGE
81 & Sunny was challenged to construct a strategy to close open sales opportunities at a higher and faster rate along with converting MQLs & SQLs into new open sales opportunities at a faster rate.
- The percentage of Closed/Won open pipeline accounts was too low
- The sales cycle of open pipeline accounts was too long
- Closed/Lost pipeline accounts were not being re-engaged
- Quarterly sales revenue goals were continuously falling significantly short
- Creating and optimizing an ABM campaign without the luxury of an ABM tool
SOLUTION
- Launched a multi-channel strategy across Social and Programmatic platforms
- Campaigns were individually structured by account or lead status types, like…
- “New Business Accounts” and “Expansion Business Accounts”
- “Closed Lost Accounts” to get reactived back into sales cycle
- “MQL Acceleration” to convert new qualified leads into targetable accounts faster
- Targeted lists of open Salesforce accounts that were routinely updated to include newly opened accounts and omitted C/W + C/L to prevent investment waste
- Targeted updated lists of highest converting job titles on Social & Programmatic platforms that matched Salesforce pipeline accounts
- Matched company names back without an ABM tool by a combination of both a manual and formula driven process
RESULTS
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