It’s a common thing (a right of passage, if you will) for successful businesses to at some point hit roadblocks on their growth journey. For one of our largest partners (‘Client X’), the roadblock was this; they needed a more efficient lead conversion rate than they were getting from their existing lead generation partners in order to accelerate their sales and continue to grow.
'There's nothing we love more than competition'
As a major international player in the digital marketing space, fresh list Client X had previously worked with other digital lead generation partners, but wanted to improve the ROI they were achieving. This meant that when they approached MVF, the focus was on improving historical performance and delivering sales-ready leads that reliably and sustainably converted at a rate more efficient than 2%. There’s nothing we love more than a competition.
Our account managers have made it a priority to work with Client X to truly understand their success metrics. This is always one of the first and most important steps when working with larger partners. We often find that there are metrics and KPIs in place for new business goals, so as a vendor sales team, it’s important to understand these in detail so we can work towards achieving them as a partnership deliverable.
gold dust dice
Once MVF began delivering leads, we collected monthly data, including information on how leads were generated and conversion rates achieved. This level of transparency allows for ongoing optimization of campaigns and lead tracking processes, as well as flagging any volume issues or potential issues that should be investigated further. Essentially, this data is gold dust for our marketing teams.
This is an ongoing process and in addition to data sharing, regular contact, in-depth process analysis and a consultative approach are important elements to ensure the partnership reliably delivers the best ROI.