A Strategy to Align Sales and Marketing - HarveyDavid
16162
post-template-default,single,single-post,postid-16162,single-format-standard,theme-bridge,bridge-core-1.0.5,woocommerce-no-js,ajax_fade,page_not_loaded,,footer_responsive_adv,columns-4,qode-child-theme-ver-1.0.0,qode-theme-ver-18.1,qode-theme-bridge,qode_header_in_grid,wpb-js-composer js-comp-ver-6.0.2,vc_responsive

A Strategy to Align Sales and Marketing

HarveyDavid shortlisted for B2B Marketing Awards 2019

A Strategy to Align Sales and Marketing


The client need

Ricoh is a market leader in office technology, IT and managed services. However, they faced two principle challenges relating to their sales and marketing: The Challenge: 1. Ricoh were not meeting the needs of SMB and SME business decision-makers who were seeking information about office transformation, workplace services, IT and document management. 2. Sales viewed any early stage engagement as an immediate sales opportunity and did not want to nurture potential leads until they were more able or ready to buy. Furthermore, Ricoh had recently adopted Oracle Eloqua so required guidance on how to create an appropriate marketing automation strategy as well as support with communications, content and implementation of nurture campaigns within Eloqua. The Solution: Workshops with sales and product marketing helped identify what customers required on the road to purchase and how best to serve them. The insights from these workshops enabled us to create a strategic approach which aligned content marketing with Eloqua automation. The strategy also included ways to use automation to assist this process and enhance the leads sales were receiving. [PHOTO WORKSHOP] The majority of Ricoh’s services and solutions were addressing complex business transformation challenges, so we needed to find a simpler way to talk about this in a way that would resonate with the audience. We worked with Ricoh to create a new proposition around ‘People, Process, Workspace and Technology’. This made the subject of business transformation more accessible and easier to understand. Next, we consolidated two content websites into one which we relaunched as a thought leadership website. This provided informative reports, articles and blog posts which focus on carefully researched subjects to ensure audience relevance. All content is keyword rich and is by-lined by a Ricoh product specialist and includes LinkedIn details and headshots. This approach shifted the tone from ‘corporate’ to ‘personal’ and increased the level of reposting by sales who were keen to find reasons to reach out to prospects via their own social channels. Keeping sales up to date with numbers helped ensure we maintained momentum. [PICTURE OF FEEDBACK INFOGRAPHIC] We created a new high value asset called ‘The Essential Guide to Creating an Optimal Office’. This evergreen ‘lead magnet’ contains expert knowledge for every stage of the workplace transformation process. The guide is full of practical, hands-on advice and written in a concise and punchy style for maximum ‘skimability’. By downloading the Guide we were enable to capture contact details and intent data in Eloqua (Oracle marketing automation platform). We could then nurture them with relevant content based on their interests, channelling them into middle and then eventually bottom-of-funnel campaigns focused on the products or services which best answered their needs. [PICTURE OF REPORT FRONT COVER] To bring the wider sales team even closer to marketing we created a new portal. The portal enables salespeople to trigger marketing campaigns to their specific prospects and customers. Available on their phone it meant a salesperson could leave a meeting and add the attendee’s details and trigger them straight into a hyper-relevant nurture campaign. All communications are sent through Eloqua on behalf of the sales individual using their personal email signature. They could then monitor the actions of the recipients in Eloqua Profiler, seeing what content was viewed, pages visited and other useful information to help them hold relevant follow up conversations. Sales and marketing were now in lockstep with both parties realising the benefits of working closely together. [PHOTO MOBILE PHONE] The Results: Within the first year: The uplift in activity as resulted in an +15% rise in new business Traffic to the new thought leadership website increased by 220% The campaign has delivered 780 targeted leads to date and continues to deliver new leads Achieved a 9.5% conversion rate on the landing page which equates to 30 – 35 new leads per month Testimonial: “The feedback between sales and marketing has been very positive and we’re all very happy with the MQLs being generated.” David Clack Head of Communications, Marketing at Ricoh UK Contact David Sloly connect@harveydavid