Just a few of the times when the team at Wild Fig helped
clients to grow their businesses.
CASE STUDY #1: CLOSING MORE SALES IN LESS TIME
Problem: Poor follow-up, poor closing ratio
Solution: Automated email campaign
Results: Business makes a positive impression as attentive, responsive and knowledgeable;
consistent follow-up impresses prospects; improves closing ratio by 4x
In the short season of the Minnesota construction industry, most bids take place during the busiest time of year. A contractor knew his packed schedule made it hard to follow up successfully with prospects and his closing ratio was a disappointing and costly one out of 30. He was neglecting prospects he needed to nurture.
Together we developed an automated email follow-up campaign that helped him keep track of his prospects, shorten his sales cycle and close more sales. The contractor launches a 7-day campaign immediately after delivering the proposal at a meeting with the prospect. Right from his truck, he simply pulls out his smartphone and enters prospect information, triggering a “thank you” email two hours later, which includes a link to his testimonial page and a promise to follow up in seven days.Three days later, the prospect receives a second automated email. It’s designed to overcome sales objections while providing an educational resource on how to select the right contractor. On day seven, an automated text or email alert reminds the contractor to follow up with the prospect that day.
Our client improved his closing ratio to 1 out of 8, and it’s still going up. He typically competes against two to three other contractors, and he doesn’t want to rely on low-balling to get the job. By making three post-bid contacts with the prospect in seven days, and providing value–a guide to selecting the right contractor–he distinguishes his company with professionalism, reliability, and knowledge, and gets the business!
CASE STUDY #2: TOO MANY PROSPECTS TOO LITTLE TIME
Client: Health Insurance Broker
Problem: Staying top-of-mind with clients and contacts in a business with long sales cycles
Solution: Monthly email newsletter
Results: Great increase in new and repeat business
A health insurance broker has a great list of prospects and clients–about 5000–but no strategy to stay in touch with them to maximize sales and referrals.
By initiating a strategic monthly newsletter campaign, she’s building stronger relationships with her contacts. In a monthly marketing strategy call, we decide on the kind of compelling, relevant, targeted information which her contacts will value. A clear call to action concludes every newsletter. Using metrics specific to her industry, we also calculate the ideal day and time to send for the best results.
After the first newsletter, she had more business than she could handle. She now sets aside 3-4 days for prospect follow-up after each mailing. Her open rate is consistently about 45% (compared to the industry average of 18-21%)–a testament to the value of timely content crafted with the prospect’s needs in mind.
CASE STUDY #3: FINDING QUALIFIED PROSPECTS
Client: IT company
Problem: reaching and evaluating qualified prospects
Solution: offer a free informative white paper by download to website visitors, thereby gathering contact info; engaging with them via automated email campaign; using predictive lead scoring algorithms to evaluate each prospect
Results: More leads; strategically targeted communication with prospects; concrete evaluation of best prospects
An IT company was frustrated because their existing marketing strategies weren’t productive; they produced a small stream of often-unqualified prospects despite the large financial investment.
We introduced a lead generation campaign on their website. A prominent banner invites prospects to download a free white paper titled Top Five Tips for Protecting Your Wifi Network. Once prospects enter name, email address and company information they access an instant download of the report, and begin receiving targeted emails over the course of a six to eight week automated campaign. We increased the IT firm’s website traffic by publicizing the white paper via social media posts and existing email campaigns. The campaign includes a lead scoring tool which assigns a point value to activities relating to the emails, such as opening an email (five points) and clicking on a link (ten points). When a prospect hits the designated 60-point threshold, they’re tagged as “hot” and the system alerts the sales department to follow up.
Early in the campaign, the sales department got an automated alert about a hot prospect. That same prospect had just booked an appointment on their own–an excellent validation that the lead scoring tool is doing its job. Our client now focuses their marketing efforts on highly qualified leads, and on directing traffic to the lead generation offer on their website, instead of chasing unqualified prospects.