Sales and Nurture Marketing Automation
Business Challenge
The client was a small, but fast growing reseller of computer software. Their customer base was global in nature with half of their sales coming from offshore markets in a wide range of time zones. Because of this, and the low price point of the products they sold, they knew they would need to automate much of the nurturing process for new leads.
Solution and Services Provided
The client was using GoldMine as their sales and marketing database. After developing a segmentation scheme for customer prospects based on their needs and business profile, we developed and implemented a number of nurture marketing tracks within GoldMine that automated many aspects of the prospect / customer life-cycle.
- Setup process to import leads from website,
- Defined automated, prospect nurturing tracks that looked at characteristics of the lead and scheduled emails, letters and phone calls at appropriate times in the nurturing process.
Results
As a result,
- Members of the client’s sales team were able to handle three times as many leads at one time,
- Customer satisfaction was improved through post sale thank you letters and satisfaction surveys,
- Automatically generated referral letters produced additional sales leads.
