Background
A multinational IT services provider specializing in cloud solutions, cybersecurity, and IT consulting operates across multiple regions, including North America, Europe, and Asia. The company’s sales and marketing teams often engage with enterprise-level clients through a variety of offline channels, including networking events, conferences, and direct meetings. However, their lead generation and qualification process was fragmented, relying on manual data entry and inconsistent follow-up.
The company also experienced challenges in identifying high-value leads from its website traffic, and their event management process was not optimized to track leads or measure the success of campaigns.
The Challenge
The IT services provider faced several key challenges:
- Fragmented Data: Sales and marketing teams struggled with managing contacts from multiple channels, leading to inconsistent follow-up and missed opportunities.
- Lack of Lead Qualification: Without enriched data, the company struggled to qualify leads accurately and prioritize high-potential opportunities.
- Limited Event Tracking: At trade shows and networking events, contacts were often not tracked effectively, and follow-ups were delayed.
- Website Traffic Conversion Issues: Despite significant website traffic, the company was unable to track visitors and convert them into high-value B2B leads.
The Broot Solution
To address these issues, the IT services provider implemented Broot’s features as follows:
- Enriched Contact Data for Targeted Lead Qualification: Broot’s data enrichment capabilities allowed the sales and marketing teams to access detailed firmographics, technographics, and demographic data for every contact. This helped them qualify and score leads more accurately, ensuring that only high-value prospects were prioritized for follow-up.
- VPro Detect for High-Value Website Leads: By using VPro Detect, the company was able to identify which companies were visiting their website and track their interactions. Once mapped to known contacts, these visitors were flagged as high-value leads, increasing the chances of converting website traffic into enterprise clients.
- Streamlined Event Engagement with QR Codes: Broot’s QR code generation allowed the sales team to send personalized invitations and manage event check-ins seamlessly. Once contacts were scanned at events, the data was automatically added to the CRM, making it easier for the team to follow up and nurture leads after the event.
Results
The implementation of Broot helped the IT services provider achieve several key results:
- Enhanced Lead Qualification: The sales team was able to qualify leads more effectively with enriched data, resulting in better targeting and more efficient outreach.
- Increased Website Conversions: VPro Detect allowed the company to identify and engage with high-value website visitors, improving lead conversion rates.
- More Efficient Event Management: The QR code-based event check-in process streamlined lead capture and follow-up, ensuring no leads were missed.
- Better Collaboration Between Sales and Marketing: By syncing event and website visitor data with the CRM, the sales and marketing teams worked more collaboratively, improving lead nurturing efforts.
Conclusion
Broot’s data enrichment, VPro Detect, and QR code solutions transformed the IT services provider’s B2B sales process. By improving lead qualification, enhancing website conversion, and streamlining event management, the company was able to drive better results and maximize its enterprise sales potential.