Discover how a software development company generated SQLs with our strategic B2B lead generation services.
Markable Solutions assisted a software development company in overhauling its lead generation process, resulting in a 28% increase in conversion rates.
Markable Solutions was approached by a US-based software development company to build a sustainable pipeline of market-qualified leads (MQLs) and Sales-qualified leads (SQLs), ensuring a high conversion rate. Read further to learn about our systematic demand and lead generation approach, which helped generate MQLs and SQLs for the company.
About the client:
A software development company offering cloud-based telephony services was looking for assistance to strengthen its base in the US. The company provides advanced software for audio, video, and text-based business communication for different industries, such as education, healthcare, and financial services.
Pain Points:
The company scaled rapidly in its initial years. It was one of the early adopters of advanced cloud telephony technology and built a database of top-paying clients. However, over the years, profits stagnated as competition increased, and the company struggled to attract new clients.
Poor deliverability of Email Campaigns: The business depended on email marketing, but the results were not impressive. Low deliverability and a high number of unsubscribes added to the company’s woes.
No results with Cold Calling: Telecalling did not yield the desired results, and the lead generation numbers hit rock bottom. The company could not connect with the right target audience, and demand generation campaigns were not successful.
Low ROI: Without a structured roadmap, the cost-per-lead (CPL) increased, and the overall ROI of lead generation campaigns declined, resulting in low profitability of the business.
No Clarity on ICPs: The company couldn’t connect with its ideal customer profiles (ICPs). It required expertise that could help with ICP identification services and a tailored approach to engage with them and boost conversions. It required a steady supply of MQLs and SQLs to ensure continuity and fulfill customer expansion plans.
Solution:
Our audit of their lead generation campaign revealed that though the business engaged leads via emails and cold calls, they ended up with low-quality leads. The leads didn’t fit their ICP. The prospects either didn’t agree on the pricing or were not ready to make the buying decision. As a result, the B2B marketing funnel was dead, with no conversions that could positively impact the profitability of the business. Our lead generation services, consisting of ICP identification, personalized email marketing, and telemarketing services, transformed their lead generation process. Read further to discover our process.
ICP Identification: We understood our clients’ target audience and researched the ideal customer profiles (ICPs) that matched the criteria on different parameters such as location, company size, industry, and technographic data, and curated a database that comprised the right audience. We used AI-powered data to find the leads that match the client’s ICPs.
Personalized Email Marketing campaign: We believe connecting with prospects and nurturing the relationship with email marketing is an effective B2B lead generation strategy. We adopted it for this software development company by using hyper-personalization. With customized content that matched the prospects’ needs and preferences, the KPIs like open and click-through rates increased. With AI-driven actionable insights, we used dynamic content to attract the prospective buyers’ attention. The emails provided access to value-driven content such as blogs and whitepapers to fuel further interest in the products and services they needed. Such a tailored approach encouraged the prospects to engage with the sales development teams.
BANT Lead Qualification Methodology: Markable Solutions adopted the BANT (Budget, Authority, Need and Time) lead qualification methodology to engage only the most promising leads and pass them to the business development teams for conversions. So, how did we achieve this goal? With the SDR-initiated telemarketing services, we leveraged one-on-one conversations with the prospect list. Our experienced telemarketing teams used the BANT lead qualification methodology to identify sales-qualified leads they could pursue to fast-track the conversion process.
Results:
Increase in conversion: With our strategic approach to lead generation, we hit the nail on the head! We increased the conversion rate to 28%. Earlier the conversion rate was 13%, a far cry from the target the company tried to achieve for a long time. Email deliverability improved with a 42% increase, and unsubscribes nose-dived by 35%! Our email marketing services helped the business connect with the right target audience and qualify leads with real-time conversations. The company saw a rise in consultation calls and demo bookings. The sales team achieved a higher conversion rate than ever. The ROI also improved as the business could utilize the resources optimally. The cost-per-lead was reduced by 25.3%, contributing to a better ROI from the lead generation campaigns.
Demand generation: We helped the business build brand awareness with personalized email marketing services and telemarketing services. We created the buzz around the brand to attract prospects and present the company as the best cloud telephony solution provider. Our demand generation services filled the sales pipeline with warm leads, which the business could nurture to convert into customers in the near future.
MQLs or SQLs: Let Markable Solutions transform your lead generation process
If you are eying market-qualified and sales-qualified leads and want to boost your conversion rate, rely on Markable Solutions- a reliable lead generation agency headquartered in Silicon Valley. Our clients come from diverse industry backgrounds, such as software development, IT services and consulting, manufacturing, retail, healthcare, etc. Put your lead generation process on track and build a sustainable sales pipeline with our expertise. We cater to the demand and lead generation requirements of SMEs and large corporations, helping them generate high-quality leads for their business. Contact us to learn more about our result-driven lead-generation services.
