Automate and scale your GTM strategy with this free resource. Get it!
Automate and scale your GTM strategy with this free resource. Get it!
Anritsu, a global provider of telecom technologies, needed to raise awareness and interest in its new Cellmaster line of testing and measurement instruments. The technical ICP ( Ideal Customer Profile ) consisted of field technicians and business unit owners. Both were difficult to reach and both required persona-specific messaging.
Increase in deal size
factor of 32.25
The initial scope was to identify the target audience, prioritize accounts, and help the marketing team execute through the optimal top of funnel communication channels. LeadGenesys was also asked to implement profile and engagement scoring to help their BDRs focus on the interested prospects most likely to result in qualified opportunities.
of MQLs accepted by sales
Lift in close rate
One of the first steps involved identifying and tiering the target accounts so we could allocate budget and efforts appropriately to each tier. We then conducted a data audit to see what the current account coverage looked like in Anritsu’s CRM. Contact information of additional decision makers and influencers in key accounts were sourced. Technical users of the product were typically deployed out in the field, and business unit owners operated within offices. Multiple channels were used to reach the persona’s with specific messaging.
A key feature of the Cellmaster measurement device was its size which was conveyed through a life size image of the device inserted into a polybag attached to magazines. Self mailers of the same image were produced and mailed with a PURL ( personalized URL ) printed on each piece. Both postal mail tactics were augmented with email campaigns when emails were present on the contact record. Landing pages were personalized with forms that would prepopulate to streamline profile capture rates and identify responders who did not fill out the landing page form. Depending on the profile and landing page submitted, prospects were scored and enrolled into nurture tracks. Profile and engagement scoring thresholds triggered alerts to BDRs for prioritized follow-up.
After 3 months of tracking the Cellmaster campaign, Anritsu gained 19 directly attributed sales at an average deal size of $126,0000. The campaign realized a ROI factor of 32.25 with campaign costs totaling $72,000 which included ipods as a meeting incentive. PURL mailers generated a 19% response rate. Emails to the existing database generated a combined 36% open rate after 3 waves with 29% of opens clicking through to a personalized landing page. 63% of click throughs submitted a form.
Since the prospect list was highly targeted, 92% of form submitters were accepted by the sales team. 36% of sales accepted leads became opportunities and after 3 months, 32% of the opportunities were sold compared to a prior average of 28%. Most notably, deal size increased 34% from multiple factors including targeting, timing and persona-specific messaging. To extend the campaign in the months following, we enabled BDRs to send on-demand PURL mailers driving traffic to product webinars.
Tools used included Salesforce, Marketo, SalesLoft, ZoomInfo and Sendoso.
