86% more leads for Infobrokering

Workshops to Start

We initiated our collaboration with InfoBrokering through a research project aimed at answering two key questions:

• What does the customer’s purchasing journey look like?
• What do customers value in the service provided by InfoBrokering?
• Based on the initial preparatory workshop for conducting the research, we developed:
• Assumptions for in-depth research with InfoBrokering clients: we defined hypotheses and the research sample—requirements for selecting respondents,
• A scenario for in-depth interviews,
• A strategy for acquiring respondents for the study—how to contact clients and how the invitation for the conversation should sound.

Next, we prepared the team to conduct the interviews. The entire process concluded with a joint analysis of the research findings, which allowed us to:

• Create client segmentation based on factors such as their decision-making authority and awareness,
• Define the value proposition,
• Develop a list of industries for which InfoBrokering has a strong value proposition.

Based on the research findings, we also conducted workshops to analyze InfoBrokering’s business model. Insights from the workshops helped us plan actions that we can expect to yield quick business returns, such as:

• Reaching out to loyal customers for referrals,
• Conducting campaigns aimed at “lost” customers,
• Streamlining the sales process,
• Building more personalized marketing communication,
• Creating more effective advertising campaigns

Sales Collaboration

As part of sales consultations, team members prepared a list of issues that arose since the last meeting, which they wanted to discuss with us, such as:

• What to do when I no longer know who to sell to?
• What do you do when the client does not respond?
• What to do if clients withdraw due to XYZ?

This format allowed us to respond to ongoing sales challenges in almost real-time. Salespeople told us they value our assistance the most, that it is timely, and that they can solve their problems within a day. It also increased competencies within the sales team and introduced good sales practices.
We also implemented client segmentation, enabling salespeople to prioritize inquiries with the best chance of collaboration.

Measuring Customer Satisfaction

We proposed that InfoBrokering implement a customer satisfaction measurement process, which the company adapted to its needs. We also recommended further steps to take after conducting NPS research:

• Contacting clients who rated InfoBrokering 9-10 on a 10-point scale to create a case study of the collaboration,
• We are proactively seeking referrals from such clients.

Marketing Collaboration

We helped InfoBrokering shift its marketing communication from a “We, the company” perspective (“We are the best/We have XYZ/We have won ABC”) to a customer-centric perspective:

• Who is the target audience for the advertisement? Who historically ordered the most from you? What types of clients would you like to attract more?
• What does this type of audience value most when working with you? For what reasons have industry representatives praised you in the past?
• What problems does this type of audience have? Why did they choose your services in the past? What kind of challenges have you helped them solve?

This approach helped increase the effectiveness of advertising campaigns.
During the collaboration, we noticed a significant development in the marketing team’s competencies to the extent that its members successfully took on responsibility for marketing campaigns over time.
Like the sales collaboration, marketing team members consult us about ongoing challenges they have faced since the last meeting.
Our marketing collaboration also focused on diversifying lead sources, positively impacting their quantity. We are also working on partnerships with agencies.
The three biggest successes of the marketing collaboration are:

• Increase in the number of leads,
• Diversification of lead sources,
• Enhancement of team competencies.

Improvements in Sales-Marketing Alignment

When we started collaborating with InfoBrokering, these two essential departments operated separately—reporting to each other but not maintaining daily communication. At Casbeg, we have often experienced the spectacular results of combining sales and marketing forces. Therefore, we emphasized greater collaboration between these departments at InfoBrokering. We also proposed the introduction of MQL and SQL methodologies for better insight into the work performed by both marketing and sales.
Currently, we see much better communication between the sales and marketing departments. Members of both teams exchange information and hypotheses to achieve even more effective client acquisition. We’ve introduced regular meetings where sales and marketing discussed issues to bring alignment.
Marketing:

• Participates in weekly activity reviews,
• Monitors which leads are marked as SQL and to figure out how to acquire more of the quality ones,
• Reacts when an ideal client enters the purchasing journey and seeks ways to attract more such clients,
• Monitors which lead sources bring the most beneficial contracts for the company.

Sales

• Provides information on conversions from lead to deal,
• Contributes to advertising content by sharing what questions arise during sales conversations,
• Refers to marketing assets created by the marketing team during sales discussions.

Both departments jointly discuss market novelties and industry trends.

Improvement in Reporting

At the beginning of our collaboration, InfoBrokering was already performing well in reporting. The company collected a lot of data, and we identified opportunities for improvement in reducing this amount so that critical data wouldn’t get lost in excess information. We reviewed the data to assess their importance for the organization. In our interpretation, we focused on issues that could lead to quick wins:

• Which information is currently most important for InfoBrokering?
• In which area can we expect the most significant improvement?
• What are the barriers we face?
• What metrics should we consider when evaluating marketing and sales efforts?
• Which data helps us make better decisions in the future?

Results

• 86% increase in leads from inbound marketing
• 30% of leads in 2024 from entirely new sources previously unused by InfoBrokering
• Nine percentage point increase in the sales closing rate year-on-year
• 36.14% increase in average sales value

Would you like to achieve similar results in your business? We’d love to have you as a client. Feel free to contact us at [email protected]