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Improving lead management processes to drive a higher lead conversion rate
The client
Beamery is a global talent platform that helps the world’s largest and most innovative companies create more human talent experiences and unlock the skills and potential of their global workforce.
Beamery identified that they were having several issues with their lead management processes which were impacting conversion rates. Key pain points included:
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Old leads and unqualified leads being routed to Sales reps with minimal engagement
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Leads coming which didn’t match their ICP
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Limited visibility within Marketing on the results from their lead generation efforts
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Beamery wanted to address these issues to ensure that only quality leads were sent for follow up. This would enable Sales teams to be more efficient by focusing on the leads which have a higher propensity to have a meaningful conversation and result in pipeline.
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Upon an initial review, we identified two key areas to solve the challenges faced by Sales and Marketing.
The challenge
The solution
1. Revenue tech stack
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Reviewed and updated Beamery’s Lead scoring model to ensure relevancy, fit and sales readiness. By implementing score caps and decays, we ensured that engaged leads were routed at the right time.
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Aligned Marketo’s Lead Lifecycle Model with the sales model to ensure the proper flow of leads, adding a path to recycle leads to nurture leads which were not sales-ready. This provided visibility and alignment, ensuring that both marketing and sales teams understood where leads were in the buying process, thus improving communication and collaboration.
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Sales outreach tool: Refined the data to provide clarity on where a person is in the follow up process. This data was then synced with Salesforce to provide teams with visibility and enabled automation to recycle leads who weren’t sales ready.
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Lead scoring and management processes work best with active monitoring and feedback loops with Sales. TheySync partnered with Beamery to facilitate and set up a framework for meaningful collaboration between the teams to share insights on lead quality.
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Worked with sales to clear lead queues, ensuring only relevant leads were with reps for follow-up. This enabled the team to actively manage leads and ensure SLA compliance.
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Reports and dashboards were created to provide actionable insights on lead volume, performance, and areas needing attention. These insights are used to steer meaningful conversations between Sales and Marketing
The solution
2. People and processes
The
results
After reviewing the lead management and operations, Beamery saw the following results:
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Quality leads were routed to sales, allowing them to focus on valuable leads and dedicate time to other revenue-generating activities.
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Active collaboration and alignment on goals between sales and marketing teams with improved visibility and accountability to drive more opportunity and revenue from campaigns.
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Early indicators of success showed a 3X higher conversion rate for BDR outreach demonstrating that the leads being worked were more likely to result in a stage 0 opportunity.
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This strategic approach not only optimized Beamery's lead management process but also fostered a stronger, more collaborative relationship between the sales and marketing teams, driving better results and higher efficiency in lead conversion.
What the client said
We began working with Becca to address issues in lead scoring and management that were affecting our conversion rates. Becca’s deep expertise and strategic approach were crucial in revamping our lead management, significantly improving both conversion rates and internal processes. She fostered strong collaboration between multiple teams, enhancing visibility and accountability.
Becca is not only a technical expert but also a valued team player, highly regarded by the team for her dedication and effectiveness. I would not hesitate to recommend Becca and TheySync, and I look forward to continuing our collaboration in the future.
Vilma Edwards
Director of Digital and Marketing Operations, Beamery