A number of customers and B2B sales experts already use Smart Audit Interactif. We spoke to some of them about the evolution of lead generation and how self-assessment solutions can fit into the new prospect relationship management processes.
EMC - VALERIE METERREAU - CHANNEL AND COMMERCIAL MARKETING MANAGER
TELL US ABOUT YOUR LEAD GENERATION PROJECT
Valérie Méterreau: Our project detection campaigns are mainly based on e-mailing and telemarketing. We were looking for new ways of increasing our campaign performance. E-mail response rates tend to decrease and we needed new solutions for catching prospects’ attention.
The objective is to generate leads for our direct sales force and partners.
WHAT WAS IT ABOUT SAI THAT YOU LIKED?
Valérie Méterreau: The personalized approach of the questionnaire is of real interest to prospects. This solution enables us to get to the heart of the matter: we talk about what concerns the prospect and give them instantaneous answers.
HOW DO YOU USE SAI?
Valérie Méterreau: We designed the first questionnaire together with our partners, but we didn’t have the expertise needed to get the main issues across and formulate the questions correctly. We decided to let Link4LEAD take charge of subsequent questionnaires.
Today we have 5 questionnaires that we use in our e-mail campaigns and on our own and our partners’ Web sites. We customize taglines depending on the partner we are working with on the campaign, while keeping the thematic assessment the same.
Our partners receive the generated leads directly. The telemarketing team has been trained to adapt its approach to suit the different lead segments.
WHAT ARE THE RESULTS TODAY?
Valérie Méterreau: SAI has really grown our reputation. We have acquired leads we would otherwise have missed.
We analyze prospects’ responses to the SAI and then qualify potential target segments in our database. This allows us to bring prospects content on subjects they have expressed an interest in.
We also use SAI to study the expectations of the market on new subjects such as cloud computing. Without necessarily looking for new projects, we create an SAI to check beforehand if the market understands the subject and also to develop our reputation in relation to these new areas.
