Published 23 May 2023

Software Company Creates a Productive Sales Pipeline with Our HQL Campaigns

A US-based Tech Company hired UnboundB2B to conduct a BANT HQL lead generation campaign. Read on to discover how the 14-week demand generation campaign increased high-quality leads for the company

Campaign Type

BANT HQL

Target Location

USA

Methodology

Email Marketing & Telemarketing

Target Audience

Director of Sales, Business, Development, Marketing

Target Industry

All Industries

About the Client

The client is a global Software Development Company that provides businesses with an integration platform. The platform allows companies to connect data, applications and devices across on-premise and cloud computing environments.

The Challenge

The company wanted to expand its customer base and attract clients from different niches. Its sales team used traditional marketing strategies like cold emails and cold-calling to attract customers from different sectors. These strategies didn’t generate the results the company had on its expansion plan. Instead, they attracted low quality leads that only caused a significant drop in conversion rates.

Before long, the company’s ROI was on a downward trend. It needed a lead generation company to conduct an in-depth analysis of its marketing strategy and apply a BANT approach to generate high-quality leads and create a productive sales pipeline in other niches.

The top highlights from what we noticed

The client was struggling with four key challenges:

Sales pipeline was not producing desired results

Attempts to use traditional marketing methods failed

Company attracted low quality leads that couldn’t convert

Return on investment was on a downward trend

Our Solution

UnboundB2B used its HQL generation solution, which helps enterprises that want to boost their sales pipeline with high-quality, sales-ready leads, to solve the client’s problem. Our solution was delivered in three key steps:

Understanding the Target Audience: Upon understanding the client’s target location, industry, and decision makers, UnboundB2B created ideal customer profiles (ICPs) to enable it to qualify accounts. The ICPs were used to classify prospects based on revenue, industry, needs, interests and location. A list with contacts was created and approved by the client. UnbounB2B segmented the contacts into firmographic and demographic prospects.

Email Marketing Campaign: Each segment was targeted with relevant content using emails, social media, and web pages. Highly personalized emails were sent to all the prospects. The email copy contained an invite to a quick chat with the UnboundB2B team. An AI Predictive Analytics tool was used to understand prospect’s behavior based on their interaction with the marketing content.

Predictive Analytics

To understand prospect behavior

Email Marketing

To disseminated targeted content

Telemarketing

To identify sales-ready prospects

Telemarketing: UnboundB2B developed a customer information tool to identify prospects who are already in the consideration or decision making phase of the buyer’s journey. A telemarketing script with questions on critical elements for identifying qualified leads was administered to prospects. The four aspects featured in the script to identify sales-ready leads were prospect’s need, decision making authority, budget allocation and purchase timelines.

Lead Scoring: Leads were scored based on the behavior along the buyer’s journey. Prospects that showed positive interactions were nurtured using email newsletters. The emails featured links to content assets that matched their interests. Prospects that demonstrated interest in client’s service or product offerings were pushed to client’s Customer Relationship Management system in real time.

Monthly Analytics of HQLs Lead Generated

173

HQL Leads Generated

228%

Increase in ROI

178%

HQL Leads Generated

UnboundB2B successfully completed a 14-week HQL lead generation campaign for the client. The campaign leveraged the ABM approach. Our team created a list of best-fit accounts and delivered highly qualified prospects to the client. The campaign created new opportunities for the client to increase customer acquisition and retention.

Boost Your Sales Pipeline with HQL Leads

UnboundB2B specializes in B2B demand generation for Tech and Enterprise companies. Contact our sales team to discuss how our BANT HQL campaign can generate sales-ready leads for your company, shorten the sales cycle and maximize returns for your marketing spend.