Digital sales for real

Via TT

Via TT is a Swedish service for publishing and distributing press releases owned by TT News Agency. With Via TT, you can distribute your press releases so they reach journalists' tools directly. You can also use up-to-date media lists for all of Sweden's newsrooms.

Challenges

• Undefined sales & marketing processes

• Ad-hoc communication with long gaps in between

• Administrative time for prospecting & lead generation

• Manual communication between sales and marketing

• Follow-up after a prospect shows interest (downloaded a guide)

• Identifying sales-ready leads that need a salesperson's attention

What did we do?

Process

We defined the target audience and mapped the lead process from the first website visit to a completed purchase. Based on different activities along the customer journey, we identified which activities should be automated and which require a salesperson's attention.

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Implementation

The defined processes were then implemented in the Salesforce Account Engagement (Pardot) system.

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Example Flow 1

After a prospect downloads a guide, they are added to a nurturing program. The program sends a series of emails on the same topic and presents the VIA-TT service. As soon as the person has gone through the program, their status is updated to MQL (Marketing Qualified Lead).

Example Flow 2

After a prospect becomes an MQL, the contact is qualified by marketing. If the MQL is qualified, the responsible salesperson is notified. At the same time, a series of sales emails are sent from the salesperson with the goal of booking a demo. As soon as the person books a demo, they are removed from the flow, and a notification is sent to the responsible salesperson.

Optimization

After the process is implemented, measurements and analysis are conducted weekly, and the information is used for further optimization. Changes to the content in the flows, the time between different activities, or changes to the subject line in various emails are some examples of possible adjustments.

Results

50 booked meetings

Approximately 50 attempts to book a digital meeting one month after the campaign went live.

New paying customers

2 paying customers one month after the campaign went live.

Time saved

Approximately 8-10 hours/month/salesperson of administrative time saved in one month.

 

"Leadfront has helped us identify the parts of the customer journey where automation creates efficiency and relevance in communication with our leads. This work has laid the foundation for a better collaboration between the sales and marketing departments."

 

- Former Digital Marketing Strategist, TT Nyhetsbyrån