OLD WAYS WON’T OPEN NEW DOORS ❯

OLD WAYS WON’T OPEN NEW DOORS

A 30-year-old commercial construction company was having a difficult time with new business development. Commercial construction projects tend to have a long lead-time with many starts, stops and restarts. As a result, a commercial contractor needs to have many irons in the fire. It’s not just about numbers but the right type of opportunities. The commercial contractor’s in-house sales representative was unable to produce and pursue enough quality opportunities. The client used Excel spreadsheets for sales tracking. With no process things started slipping through the cracks. The company began to fall short of revenue goals and was open to a different approach to rebuild its sales pipeline.

REPLACING THE WISHBONE WITH A BACKBONE

Transformations require that we let go of familiar ways of doing things … sometimes without knowing if it will work. Our challenge was to prove to our client that modern marketing and technology can work together to efficiently create a scalable and sustainable lead generation process.

INVEST IN INNOVATION, NOT INFASTRUCTURE

A well-structured sales process can build long-lasting relationships with prospects and customers with minimal human intervention.

RESEARCH & ANALYSIS
We studied the client’s current business development pipeline, the stages in which a prospect goes through and the different sales tracking documents used. There was no process in place and ownership had little to no visibility into the sales funnel. We also established sales and opportunity benchmarks based on the client’s revenue goals.

BUSINESS AUTOMATION
We customized Salesforce CRM to provide the client with an easy way to organize, track and nurture sales leads. We customized top of funnel process within Salesforce that mirrors how our client nurtures a lead. Sales benchmarks were incorporated in the opportunity pipeline so the client had the ability to run real-time forecasts and sales reports.

INBOUND MARKETING
Our client has a long sales cycle. A lead may take up to 1-year to close. We used an inbound marketing strategy to nurture leads through a steady diet of high valued content like blogs, videos, and news. Inbound marketing efforts significantly boosted website traffic and allowed leads to engage with our client on their terms.

GRAPHIC DESIGN
At the top of the funnel, prospects received custom sales sheets that we designed for both print and digital formats. The sales team used the print versions when meeting with prospects and clients. Digital versions were sent out through Salesforce emails and available for prospects to download online.

LEAD GENERATION
We also provided outbound sales services. We qualified and followed up on new leads via phone and emails. If it was a quality lead, we reassigned the record in Salesforce to the client for further nurturing. All our lead generation activities were date and time stamped in Salesforce so the client can see the qualitative and quantitative activity.

EMAIL MARKETING
We created and deployed targeted email campaigns. We segmented the Salesforce prospect database by industry and developed email campaigns that provided industry news and information. We also included industry case studies and testimonials to further emphasize the client’s industry experience. Each email sparked a response about a new project.

PAID MEDIA
With our inbound marketing in full force, website traffic increased significantly. We implemented a Google AdWords retargeting campaign so website visitors would see our client’s banner ads on other websites they visited. Our client benefitted from millions of free impressions and only paid a small fee only for a click back to the client website.

RESEARCH & ANALYSIS
We studied the client’s current business development pipeline, the stages in which a prospect goes through and the different sales tracking documents used. There was no process in place and ownership had little to no visibility into the sales funnel. We also established sales and opportunity benchmarks based on the client’s revenue goals.

BUSINESS AUTOMATION
We customized Salesforce CRM to provide the client with an easy way to organize, track and nurture sales leads. We customized top of funnel process within Salesforce that mirrors how our client nurtures a lead. Sales benchmarks were incorporated in the opportunity pipeline so the client had the ability to run real-time forecasts and sales reports.

INBOUND MARKETING
Our client has a long sales cycle. A lead may take up to 1-year to close. We used an inbound marketing strategy to nurture leads through a steady diet of high valued content like blogs, videos, and news. Inbound marketing efforts significantly boosted website traffic and allowed leads to engage with our client on their terms.

GRAPHIC DESIGN
At the top of the funnel, prospects received custom sales sheets that we designed for both print and digital formats. The sales team used the print versions when meeting with prospects and clients. Digital versions were sent out through Salesforce emails and available for prospects to download online.

LEAD GENERATION
We also provided outbound sales services. We qualified and followed up on new leads via phone and emails. If it was a quality lead, we reassigned the record in Salesforce to the client for further nurturing. All our lead generation activities were date and time stamped in Salesforce so the client can see the qualitative and quantitative activity.

EMAIL MARKETING
We created and deployed targeted email campaigns. We segmented the Salesforce prospect database by industry and developed email campaigns that provided industry news and information. We also included industry case studies and testimonials to further emphasize the client’s industry experience. Each email sparked a response about a new project.

PAID MEDIA
With our inbound marketing in full force, website traffic increased significantly. We implemented a Google AdWords retargeting campaign so website visitors would see our client’s banner ads on other websites they visited. Our client benefitted from millions of free impressions and only paid a small fee only for a click back to the client website.

BUILDING A SALES FOUNDATION

Our client’s modern CRM system contains approximately 2,500 business records of which approximately 10% are viable projects that are being nurtured and managed simultaneously. Our client can now see their entire pipeline at a glance and know where every relationship is at. The CRM tracks and records every interaction with prospect automatically – whether on the client website, in an email, across social media or on a call.

The quality and visibility into the sales pipeline allows the client to be more selective with the projects they want to pursue. Other than the improved efficiencies this new CRM system and process created, the client is on track to meet and possibly exceed annual revenue targets after being so far behind before we implemented our plan.

 "Recognizing a need for a more fully integrated sales and marketing process, we sought out an organization that offered a complete services suite. Simply180 meets our needs in high style and to a great result."

Greg DeJohn, President
GSD Contracting