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Case Study: How ECI Telecom increased CTR and conversions at the top of the funnel by over 200%
Michelle Mogelson Levy
Associate Vice President, Marketing Programs ECI Telecom
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Most challenging processes in the marketing-sales funnel
Filling the funnel with qualified leads: A challenge.
Converting them to sales-ready leads: A bigger challenge.
Doing it in less than 30 days on a limited budget: Priceless.
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Case study background
The company ECI Telecom
The marketplace
B2B telecom market, 12-18 month complex sales cycle
The product Network infrastructure solutions for telecom providers
The channel Compelling engagement to anonymous visitors at the top of the funnel
The campaign objective
To increase the inquiries to defined target markets without the overhead cost/resource of outbound marketing
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Case study background
Centralized marketing team managing demand waterfall
Heavy alignment with sales throughout all stages of the funnel
Supporting sales in penetrating new markets
Management expects high ROI of all activities
Average deal size in M$
Long nurturing lifecycle
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Background – Holistic closed loop marketing
Alignment
Focused on entire waterfall – from Inquiry to Revenue working with sales to try to impact the sales pipeline
SAL
SQL
Order
Inquiry
MQL
Inquiry MQL MQL cost
Hand-raiser from live or digital activity
Nurtured inquiry (organic), or by identifying opportunity as the result of F2F meetings at live events (accelerated)
Organic: Cost = 12 months nurture Accelerated: Cost = 22K USD
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Case study background
Problem:
Sales needed immediate (within 30 days) support to penetrate new market and fill the funnel with high-quality leads
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Challenge – What are my options?
Proprietary event
How can we get an audience?
Industry event
Poor ROI Limited awareness in region
Brings low-level inquiries in initial stages of buying cycle
Digital campaign
Long-term nurturing required
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Challenge and goal
Goal
Challenge
Find a fast, cost-conscious way to bring relevant prospects to a proprietary workshop in Sweden within 30 days!
Register 20 participants to 8-hour workshop - with no third-party distraction (or the budget associated with distraction )
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Strategy – Inbound
Must be concerted effort
Sales – utilize all connections
Social media, friends, etc.
Marketing – existing database and anonymous site visitors
How can I engage my targeted audience, even though they have not yet identified themselves?
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Add quality to the top of funnel
SAL
SQL
Order
Inquiry
MQL
Potential
Leads
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Tools for real-time engagement at the top of the funnel – WCO
Defined needs:
Turning the unknown visitor into known visitor, via real-time engagement
Segmenting target audience and delivering relevant messages
Insightful, real-time sales intelligence regarding site visitors and behavior
Benchmarked:
Technology, cost, and ease of implementation
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Inbound Marketing – Real-time segmented engagement
Define target
audience
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Engage and
convert
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Analyze inbound
site traffic
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Create relevant call-to-action
3
Mr. Smith
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Strategy to tactics
Create relevant call-to-action
Engage and convert
Analyze inbound site traffic
Define target audience
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Analyze trending traffic to target market (6 months back)
Trending engagement
Clickthrough/conversions (6 months back)
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Strategy to Tactics
Create relevant call-to-action
Engage and convert
Analyze inbound site traffic
Define target audience
Regional
Behavior
Organization
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Easy to Create Targeted Reactions
Advanced Targeted Reaction
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Strategy to Tactics
Create relevant call-to-action
Engage and convert
Analyze inbound site traffic
Define target audience
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Defined CTA – for Utility and Telecom players
Local language engagement
8-hour proprietary workshop
Goal to drive relevant registrations
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Strategy to Tactics
Create relevant call-to-action
Engage and convert
Analyze inbound site traffic
Define target audience
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Sweden Workshop inbound campaign
Campaign initiated to promote Swedish utility event
Background: Website traffic from Sweden
prior to the pilot: 90 visitors per month (average spanning 6 months)
No engagement or conversions in funnel
Duration of inbound campaign: 25 days
Campaign Results: Increased incremental traffic from target
market by 60%: The dialogue box appeared 160 times
430% increase in engagement (CTR)
29% registered for 8-hour proprietary event!
Prior to the Campaign
During the Campaign
Website traffic 90 (6 months) 160
Engagements 0 160
CTR 0 7 = 4.3%
Conversions 0 2 = 29%
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ROI
Value per MQL
TIME: 12 months
COST: 22K
New active opportunity in pipeline valued 6.5 M$
Cost associated for inbound engagement tactic – hundreds of dollars
SAL
SQL
Order
Inquiry
MQL
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Summary and key takeaways
Define target
audience
2
Engage and
convert
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Analyze inbound
site traffic
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Create relevant call-to-action
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Mr. Smith
Increased clickthrough rates by 430%, resulting in new opportunities valued in the M of $. Targeting anonymous audience at the top of the funnel brings high-quality leads to your funnel
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The not so obvious win - byproduct...
We reached our goal... but what else did we get out of this?
Sales alignment
Sales sees true value in the powerful information which has changed our level of alignment tenfold. Sales leaders are empowered with knowledge and see tremendous value.
Change in mindset regarding engagement throughout the funnel
Not just applicable for top of funnel – rather throughout the funnel
Changes the rules of how we interact with site visitors
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Sales alignment is ultimate goal
Sales believing marketing makes an impact creates foundation for alignment
Sales promoting marketing
True alignment result of set of common goals and objectives and consistent measurement using the same metrics *
MarketingSherpa 2012 B2B Marketing Benchmark Report
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Credits and players
Demand Waterfall
2012 B2B Marketing Benchmark Report
Players
Marketing Automation Platform
Real-Time Targeted Engagement Tool
Credits
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Michelle Mogelson Levy AVP Marketing Programs ECI Telecom Mail: [email protected] Linkedin: MichelleMogelsonLevy Twitter: @mogelsonlevy
Thank You
