Data driven sales & MarketingTransforming the ‘rep’ to an ISMO

Are you ready for something different?

What we do…

• Generate and gather unique leads across Europe.

• Nurture these leads en masse, both through digital marketing and direct contact.

• Create profiles of all our leads, their interests and their interactions with us.

• Use these profiles to intelligently target products and lines to designers and engineers.

How we do it…

• Through strategic partnerships with distributors and other sources of data.

• Leads are entered into our intelligent CRM (RIKOLTO) where they are categorised, tagged and researched.

• Our sales teams contact these leads ( I.Q.REP), adding intelligence to their profiles.

• We use this profile to market through digital campaigns, landing pages, search and email.

• We qualify the lead, registering this in our database.

Historically lead follow up, qualificationand ROI measurement has been Adhoc.

So let’s make it real instead.

5 easy steps for data driven sales and marketing.

Step 1We collate the leads from our distributors, our sales team in the field, our lines and other partners.

Step 2Our system tags them by part numbers, source, interests, job titles, market segments, sales channel, territory..etc…etc

Mouser, Consumer electronics, Germany, Wireless, CDX112, CUI,

Microchip, Digikey

This information builds over time, profiles are created and added to continuously.

Step 3If the contact is new, then they are contacted personally by one of the sales team.

Simple coding of leads guarantees traceability.Ratings change as data is added.

RED AMBER GREEN

Step 4We are receiving new data all the time. So while the sales team are contacting, marketing is planting the seed.

Email marketing

Content marketing & social media.

Each time they interact with us, we increase their score.

+5

All of the marketing is targeted based on those tags we showed you earlier. So leads only get what is relevant to them. We measure their engagement and then send them to the sales team when they are warm, not cold.

Every call we make and marketing campaign we run

pushes leads furtherDown The

Funnel.

This means we qualify the good leads and weed out the ones we don’t need faster than most. But we don’t get rid of the reds. What’s different is we don’t stop there, we continue tracking, marketing and prospecting

leads continually. A win doesn’t mean a closed lead.

Step 5Our scoring system increases and decreases a score based on results on opportunities, marketing engagement, volume purchased from distributors etc…

So if a hobbyist that we graded red suddenly starts purchasing more and becomes really active, our system will automatically flag it to the sales team for a personal follow up.

Its Intelligent and FreshAs the information builds our knowledge of each lead increases and becomes more focused. Information such as a full purchase history from our distribution partners and their sectors and interests.

Our sales teams add their comments to each contact they interact with and add more tags. Every time a lead interacts with our marketing campaign, their engagement is recorded.

The “Big Data”is of real value to future design potential

It grows in size and intelligence every day…

Leads are called

Regular, targeted

marketing

Scoring

Qualification

Data comes in

All of the assigning to sales teams and scoring is done automatically. Meaning our teams spend more time out in the field.

New heights, new opportunities.

At a glance

• We have over 30,000 unique contacts throughout Europe with around 1,000 more added every two weeks through our data activities.

• For each contact, we have a full distributor purchase history and intelligence profile.

• Of those 30,000, we have consent to market to just over 15,000 across digital channels.

Our marketing• Average 40% open rates. Less than 5% bounce rate on

campaigns. • Clickthrough’s are tracked so we can also see where

they go once on our website, what content they are accessing. Our clickthrough rate is ~18%.

• Automated content marketing allows us to ‘drip’ content to people, allowing us to build elaborate campaigns in the build up to personal contact.

• Lines can benefit from personalised landing pages, which link directly into our CRM and content marketing software. This allows us to ‘close the loop’ between marketing and sales. And measure it better than most.

The strategy• We want to work with lines to develop unique content

for European audiences. • We use that content to market, qualify and build strong

campaigns for marketing and sales teams in Europe. • Our targeting means that leads feel they get relevant

information from us, not spam. They feel more engaged and we are more likely to get positive outcomes.

• Combining data driven sales and marketing, we are able to fully service European leads and develop relationships, not limited to just top tier customers. Our automation and data intelligence allows us to reach many more potential customers, with ease.

It’s fresh

We told you we were transforming the rep.