The Social Horse Power sales development team had no shortage of leads. Their problem was not the number of leads coming in – it was the quality of leads they were seeing. After testing dozens of lead generation tools to amp up their outbound sales prospecting, Social Horse Power was burnt out – most tools were either providing static lists of data that the sales team had to waste hours sifting through each week, or else the price per lead was simply too high.
Frustrated with costly or time-consuming lead generation tools, Social Horse Power turned to LeadSift. By picking up on intent signals from across the web, LeadSift provides Social Horse Power with the most relevant leads at the right time.
“Generally, with lead generation you have to choose between time management, quality and cost,” says Alex (Xan) Wynne-Jones, Advocacy Analyst at Social Horse Power. “LeadSift is the only provider we’ve worked with that is able to get us super high quality leads for a lower cost and zero time spent rummaging through data. I would recommend LeadSift to anyone who is serious about filling their pipeline with high quality, high conversion leads.”
Using LeadSift, Social Horse Power has gained more qualified leads than with any other tools they have used in the past.
“We are currently running more than ten lead generation tools, and LeadSift easily gives us the best conversion, highest quality, and most comprehensive data,” explains Wynne-Jones. “From the leads provided by LeadSift, we have seen our conversion from cold lead to prospect go up to 20 percent.”
The LeadSift team has been actively customizing and adjusting Social Horse Power’s campaign during the course of several months to ensure that the search terms, keywords and verticals being covered are relevant and continue to bring in opportunities.
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About Social Horse Power
Social Horse Power is the leader in Employee Advocacy and Brand Ambassador programs. Based in Toronto, Ontario, Social Horse Power allows its users to create and manage hundreds of thousands of social media brand ambassadors in one central location, activating and encouraging employees and top customers to talk about their brand on social media. Using Social Horse Power’s social selling tools, clients can attract new customers, empower current customers to amplify their message, and measure performance using leading-edge analytics reports.
LeadSift identifies B2B prospects based on social signals, qualifies them, and delivers them to your inbox. Whenever a prospect engages with your competitor’s content, or content published within your industry, LeadSift will discover and deliver them directly to you – complete with verified and accurate company and contact info.
CloudHealth Technologies needed new and better-qualified leads in their pipeline. Having recently adopted an account-based marketing approach, they wanted to kick-start their new program and get some big successes under their belt.
The sales team at CloudHealth Technologies has a target account list that they use to reach out to new prospects. In order to grow this list, they turned to LeadSift.
“We wanted to see more leads coming in that would convert,” says Jeff Wharton, Director of Demand Generation & Regional Marketing. “LeadSift’s intent-based lead identification process was the perfect pairing with our ABM approach.”
Not only are they using LeadSift to identify and add new accounts to their list, they are also using it to build out depth into each target company. When a VP or other high-level lead comes in via LeadSift, the sales team uses additional tools to identify other individuals at the company who fit their buyer personas. This gives them new avenues for setting up meetings and closing deals with the right decision-makers.
A significant portion of leads coming into CloudHealth Technologies’ demand generation pipeline are now from LeadSift, and the quality of these leads has delivered a big uptick in conversions.
“We measure the success of our pipeline by the number of meetings held, and in our first 90 days of using LeadSift this number has increased,” explains Wharton. “Within just one hour of turning it on, we had a meeting scheduled.”
In March, for example, LeadSift contributed to 15% of CloudHealth’s demand generation originated pipeline.
Looking ahead, CloudHealth Technologies predicts a 150% ROI in the next 12 months of using LeadSift.
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About CloudHealth Technologies
The CloudHealth platform is redefining cloud management through detailed analysis, integrated reporting, and rock-solid governance practices that enable enterprises and MSPs to control cloud chaos and maximize return on cloud investments. Unite and automate your cloud with a platform built to save serious time and money and help make confident decisions around cost, usage, performance and security.
LeadSift identifies B2B prospects based on intent signals, qualifies them, and delivers them to your inbox. Whenever a prospect engages with your competitor’s content, or content published within your industry, LeadSift will discover and deliver them directly to you – complete with verified and accurate company and contact info.
When the pandemic hit earlier this year, the events space changed overnight. Physical events across the world—from Facebook’s Global Marketing Summit to the Olympics—were canceled, and companies rushed to provide online events instead.
Whether this is the beginning of a fundamental shift away from in-person events remains to be seen but, even if they do make a return, it’s unlikely to be before 2021.
With this sudden change, how can you run an online event that not only delights attendees, but also brings in meetings, leads, and revenue?
Is an online event the right answer for you?
Events are a key part of many companies’ lead-generation strategy, accounting for up to 40% of their leads. While some of the big names have been able to successfully generate leads by switching to virtual events though, that doesn’t mean you necessarily will. These are still early days, and the expected number and quality of leads from online events is yet to be established.
Before you jump on the virtual event bandwagon, it’s important to step back and assess your overall lead-generation strategy. Rather than essentially creating a new channel (virtual events), it might be more effective to divert the resources you’d normally use for in-person events into other channels you’ve already established, such as content marketing or digital ads.
Understand the differences between online and offline events
Assuming that you decide to go ahead with a virtual event, the first thing you need to appreciate is that it’s completely different from running an in-person event. If your plan is to “do the same, just online,” you can expect big problems. Rather, you need to come up with a plan that takes into account the complexities of a 100% digital event.
For example, one of the first considerations is the format of the event. Are you going to live-stream talks, or are you going to open up on-demand access to pre-recorded videos? Will you have one speaker at a time, or will you have a panel of speakers?
While you may not have to worry about hiring out a large venue, putting on an online event is still going to cost money, including technology (see below), promotion, and a team. How are you going to cover those costs? Are you going to charge for the event, or will you rely on sponsors?
Deliver what your attendees want
Why do people attend in-person events? For many, it’s a chance to hear from industry leaders, and maybe pick up a new strategy or two. However, peoples’ priorities have changed. Your event and your speakers need to focus on what your audience cares about right now.
Another reason people attend conferences is to rub shoulders with others in their industry. By building in opportunities to network, you’ll be creating value for your attendees.
If you’ve carried out in-person events before, work out how you can deliver that same experience online that matches your brand. By delivering what people love about in-person events, while also eliminating the downsides, you’ll have a truly standout event on your hands.
Focus on engagement
I hate to break it to you, but your event isn’t the only thing going on in your attendee’s lives. People are working from home, multi-tasking, and taking care of their kids. As online events become the new norm, the novelty factor will very soon wear off, if it hasn’t already.
Whatever format your event follows, you and your speakers need to actively engage with attendees throughout, or you run the risk of being just background noise.
When SaaStr put on their virtual event, they found speakers who featured Q&A sessions and used stories performed well, compared to those who “just read slides of data.” If people have the opportunity to ask questions, they’re more likely to stick around and pay attention as they wait for their answer.
Test your tech
Finally, consider the technology that will be powering your event. How professional do you want to be? Will speakers stream from a state-of-the-art studio or their living room? Will they be using professional broadcasting equipment or their iPhones?
While it’s great to make full use of the available technology to provide the best experience possible. At the same time, don’t make things unnecessarily complicated, especially if this is your first online event. The simpler the setup, the less that can go wrong.
Either way, you and all speakers should test everything before starting. Test the internet connection, the hardware, the software. Test the presentations, then the transitions. Test the slides and the music. As the saying goes, hope for the best but always prepare for the worst.
While events have been hit particularly hard this year, those who’ve been able to successfully pivot into digital events are enjoying the benefits, reaching a larger audience than ever. As the online event space matures and the bar is raised, you can create events that both produce a clear ROI and delight your participants.
Check out this B2B marketing leader’s playbook for getting +9,000 attendees at his virtual event.