Client Overview
A mid-sized firm with core expertise in ERP and cloud-based business applications was looking forward to boosting sales. The company’s target audience comprised SMEs with ideal customer profiles (ICPs) across various industries, including business services, manufacturing, and logistics, that were interested in the digital transformation of their on-premises infrastructure. The company received a high volume of leads, but the lead-to-opportunity conversion rate was low.
The Challenge
The company’s prospective buyers responded to email marketing campaigns, downloaded gated content, and even attended webinars, but the lead-to-opportunity conversion rate fell short of expectations. Several challenges marred the process; the first problem was identifying the key stakeholders. B2B buyers in the target industry involved several decision-makers, including operations leadership and digital transformation leaders. The sales team spoke to mid-level managers, but the conversation did not reach higher management or the concerned decision-makers in the organizational hierarchy. With a slower deal progression, the opportunity for conversion was lost. Most of the leads who expressed interest in ERP adoption were unclear about the budget and the timeline for when the organization would make investment decisions in digital transformation. Lead qualification based on budget, authority, timeline, and need was a major concern that continued to hinder the sales conversion rate. A longer B2B sales cycle and lower conversion rates became a recurring pattern in the client’s B2B lead generation process.
Our Solution
Implementing the BANT Framework. We identified that the client faced challenges achieving a high sales conversion rate due to a poor lead qualification process. We integrated one of the most popular and reliable lead qualification methods: the BANT lead qualification methodology.
The BANT framework allowed the sales team to evaluate leads based on four critical criteria:
Budget: Do the leads have the budget approval to invest in ERP solutions?
Authority: Are the leads decision makers or part of the buying committee?
Need: Is the organization facing operational challenges that will prompt it to become an active buyer?
Timeline: What is the organization’s timeline for implementing the ERP solutions? Will it be implemented with a fixed timeline or in phases?
Our Process
Markable Solutions supported the client with a tech-driven telemarketing strategy integrated with a robust BANT lead qualification process. Our trained and experienced telemarketers leveraged a structured communication format. They laid the foundation for meaningful conversations that identified high-intent leads interested in the client’s ERP solutions. They followed proven call discovery scripts. With BANT implementation, they captured meaningful insights into prospects’ interest in making a buying decision soon. They focused on learning about the organizational challenges clients faced that could indicate the need for ERP implementation.
- Budget Validation: The telemarketers inquired about the budget availability and the approved allocated budget range to understand what can be allocated to digital transformation projects.
- Decision-makers mapping: The teams systematically identified the organizational hierarchy and stakeholders likely to be involved in the decision-making process. They ensured the conversation went beyond the gatekeepers and reached accounts with strong influence over technology investments in the organization.
- Need Identification: Our telemarketing teams steered the conversation to identify the leads’ operational inefficiencies and challenges that could be addressed by migrating to cloud-based solutions.
- Timeline Identification: They communicated implementation timelines clearly for potential ERP projects.
Our team identified sales-qualified leads (SQLs) that met the BANT criteria and handed them over to the client’s ERP consultants for delayed technical discussions and demonstrations.
The clients’ sales team:
- Focused only on high-intent prospects
- Improved lead scoring accuracy and got pipeline visibility
- Prevented resource wastage by reducing time spent on unqualified leads
- Improved pipeline efficiency and conversion rate
The sales team could improve lead scoring and prioritize high-intent prospects who meet the BANT criteria and have genuine buying interest.
The Result
Markable Solutions assisted the client in building a sustainable pipeline by combining technology-enabled telemarketing and the BANT lead qualification framework. The pipeline generated high-intent leads and SQLs that the clients’ in-house team could engage with to increase conversion rates.
Measurable Results
| Metrics | Before Implementation | After Implementation |
| Leads Contacted | 120/month | 420/month |
| Sales Qualified Leads (SQLs) Generated | 18/month | 95/month |
| Opportunity Creation Rate | 12% | 38% |
Outcome summary
ERP opportunities increased by 210%
B2B sales cycle shortened from 90 days to 35 days
Improved the opportunity-to-win rate from 18% to 42%
Conclusion
Markable Solutions’ integration of tech-driven telemarketing with the BANT qualification strategy strengthened its sales pipeline. The sales team successfully identified prospective buyers with genuine buying intent. The leads generated had defined budgets, needs, and timelines for implementing the ERP solution. The framework also identified key stakeholders and ICPs that were part of the buying committee.
How Markable Solutions can help convert inquiries into sales opportunities
As an experienced and reliable lead generation agency in United States with more than a decade of experience, we have assisted many organizations in identifying high-intent leads to build a sustainable revenue pipeline. Contact our team to learn how our telemarketing tech-driven approach can generate SQLs and accelerate sales velocity for your business. Book a discovery call to connect with our experts.
