Industry
Professional & Support Services
Challenge
Relying solely on referrals from one partner (Oracle), need to expand the lead pipeline, sales process for new business was not fully defined; long sales cycle (over 6 months) requires high-quality lead generation and nurturing.
Results
Achieved the target of 30 inbound leads per month. 72% conversion rate of MQLs to SQLs. Quality of leads are perfect and providing many exciting opportunities.
Key Service
Sales Enablement
Inbound FinTech is a wonderful agency to work with. They have true experts in all roles, from technology to business processes and are lovely people to work with. In the year of our engagement with IFT, there was never a moment to fault them and I can highly recommend them to anyone considering inbound marketing.
About Walpole Partnership
The Walpole Partnership is an IT Consultancy formed of Configure, Price and Quote (CPQ) experts. They specialize 100% in CPQ implementation for medium-to-large companies. With over 100 years of combined experience in roles related to CPQ, the team provides unparalleled expertise.The Challenge
Before working with IFT, Walpole Partnership relied entirely on referrals from their main software partner, Oracle. They needed to expand their lead pipeline and stop relying on this single source. The Sales Team was accustomed to only dealing with very warm leads (SQL or Opportunity stage), so the project needed to focus on generating and nurturing high-quality leads. A clear lead scoring and pre-qualifying approach was required for their typical sales cycle of over 6 months.
Solution
IFT executed an award-winning sales enablement project using HubSpot, which included migrating their sales process from Salesforce.
- Process Definition & Migration: Scoped out the inbound sales and nurturing process, defining a sales process for new business where none existed before. IFT's Salesforce experts migrated their entire contact and sales database into HubSpot.
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Sales Optimisation & Automation: Mapped out the sales process to new nurture and conversion workflows. Set up automated emails, tasks assignment, and triggers using HubSpot workflows. Salespeople now receive specific automated tasks for each new lead that comes in.
- Lead Scoring & Qualification: Implemented HubSpot's lead scoring feature to define criteria for quality leads, establishing what a 'Sales-Ready' lead was and efficiently prioritizing inbound leads.
- Visibility & Alignment: Implemented HubSpot Conversations/Live Chat to increase conversion rates and ensure the Sales and Marketing Teams were aligned through full visibility of the process.
- Content Generation: Planned and created inbound content offers (e.g., eBooks) and a portfolio of vertical-specific thought leadership content to drive new leads.
The Results
The project successfully achieved the significant target of 30 inbound leads per month for a niche offering like CPQ software. The streamlined, automated process resulted in high lead-to-opportunity conversion rates, as salespeople were handed high-quality leads ready for human intervention. The conversion funnel achieved the following metrics (based on February Inbound Leads):
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35.5% conversion rate of new leads to Marketing Qualified Leads (MQLs)
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72.7% conversion rate of MQLs to Sales Qualified Leads (SQLs)
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Walpole achieved 31 new inbound leads (via IFT) and 8 Inbound SQLs in February
The client confirmed that the quality of leads received is "perfect and are providing many exciting opportunities"
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