Background
A global Software as a Service (SaaS) provider specializes in offering cloud-based solutions for enterprise businesses in various sectors, including finance, retail, and healthcare. With a sales team spread across multiple regions and a high volume of inbound website traffic, the company needed a more efficient way to manage leads and understand the potential of each contact. The sales and marketing teams struggled to effectively prioritize leads due to insufficient data, making it difficult to tailor their outreach and nurturing strategies.
The company also participated in numerous B2B industry events, where their sales team engaged directly with decision-makers from large enterprises. While they collected plenty of business cards and LinkedIn connections at these events, there was no centralized way to manage or enrich this data, impacting the team’s ability to convert these leads into high-value opportunities.
The Challenge
The SaaS provider encountered several obstacles:
- Lack of Enriched Data: The sales team had limited access to detailed firmographics, technographics, and demographic data for each contact, making it difficult to evaluate the true potential of a lead.
- Inefficient Lead Prioritization: Without a systematic way to score and qualify leads, the sales and marketing teams struggled to focus their efforts on the most promising opportunities.
- Missed Online Opportunities: Despite significant website traffic from enterprise decision-makers, the sales team was unable to identify and convert anonymous visitors into high-value leads.
- Disconnected Event Management: At B2B trade shows and conferences, the sales team struggled to track contacts and follow up on event-specific leads efficiently.
The Broot Solution
The SaaS provider turned to the Broot App to streamline lead management and enhance their sales and marketing efforts.
- Data Enrichment for Informed Decision-Making: With Broot’s data enrichment capabilities, each contact collected by the sales team was automatically enriched with key firmographics, technographics, signals, chronographics, and demographic details. This allowed the sales team to gain a deeper understanding of each contact’s potential, helping them focus their efforts on leads that were most likely to convert based on internal qualification scoring.
- VPro Detect for Turning Pageviews into Pipeline: By implementing VPro Detect, Broot helped the SaaS provider identify which companies were visiting their website and track the behavior of these visitors. Once the contacts were mapped to the companies, the sales team was able to convert these anonymous pageviews into high-value leads, greatly enhancing the company’s ability to engage with potential enterprise clients who had shown interest in their solutions.
- Streamlined Event Management with QR Codes: At industry events, Broot enabled the sales team to streamline their lead capture by generating personalized QR codes for each contact. These codes were used for event invitations and check-ins, which were seamlessly recorded in the Broot app. Once scanned, the data was automatically flagged and synced to the centralized CRM, allowing the sales and marketing teams to track the entire campaign journey and ensure timely follow-up.
Results
The implementation of Broot resulted in significant improvements for the SaaS provider:
- Improved Lead Qualification: With enriched data from Broot, the sales team was able to prioritize leads more effectively, focusing on high-value contacts with a higher likelihood of conversion.
- Increased Conversion Rates: The VPro Detect feature allowed the company to engage with enterprise decision-makers who were actively browsing their website, leading to a higher volume of qualified leads.
- Streamlined Event Follow-Up: The use of QR codes for event check-ins and invitations ensured that all contacts were captured and added to the CRM, enabling quicker and more personalized follow-up after events.
- Enhanced Sales-Marketing Alignment: By syncing event leads and website visitor data into the CRM, the marketing team could create more targeted campaigns, and the sales team had access to real-time insights to drive more effective conversations.
Conclusion
By adopting Broot’s solutions, the SaaS provider significantly enhanced its B2B lead generation and qualification processes. With enriched data, improved event management, and the ability to track website visitor behavior, the company was able to optimize its sales funnel and increase conversion rates, leading to better overall business performance.