In order to expand the company’s market share, Rik Heller, Chairman and CEO of FreshLoc, decided to change his marketing and sales culture. Instead of the traditional separation, he engaged Assert Digital to help realize his vision of uniting marketing and sales with the process and technology necessary to track contact interactions along their funnel from visitor, to lead, to marketing qualified lead, to sales qualified lead and finally to customer and product evangelist.
This courageous move allowed senior executives to understand how many leads were being moved along the buyers journey, while implementing a “post-quote” nurture effort. This process combined marketing automation, original content development and cross-functional collaboration to grow FreshLoc.
#1 Sales & Marketing Goal Setting
By collaborating, the company overcame barriers and crafted a united definition of what constitutes a lead and the information and activities “contacts must perform” in order to be considered ready for direct sales follow up. This mutual understanding enabled marketing to clearly identify a list of healthcare professionals from events and other lead generation activities they could help educate about their product. Sales was then able to solely focus on those contacts which expressed an interest in learning more, and they cooperated with marketing to create a new campaign for healthcare contacts who requested product quotes, but were not ready to purchase.
#2 New Technology Helps Unify and Measure Marketing and Sales Efforts
By installing HubSpot Marketing and integrating this with the Salesforce CRM, Assert Digital was able to provide FreshLoc executives and employees with a transparent,