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“We love TSL and the program as a whole. The leads are more qualified than other campaigns. The lead nurture component is an incredible value add, especially for a partner like us.”
– Vice President of Sales for a Regional Solutions Provider
A top global technology company and Value Added Distributor (VAD) tasked TSL Marketing to build a comprehensive, cohesive, end-to-end, closed-loop marketing strategy and demand generation engine for their channel partners (i.e. solution providers). They would focus on target mid-to-enterprise-level companies interested in how IT solutions can improve their organization’s performance and bottom line. The end goal was to provide sales qualified leads and opportunities for their partners to generate pipeline and acquire new customers (i.e. win revenue).
In the technology industry, a sole inbound marketing approach is a very new and often foreign methodology. Many business leaders are hesitant to invest in the "marathon approach" that comes along with a full-on inbound strategy and implementation. They tend to opt for more familiar and traditional lead generation tactics, like events and outbound marketing.
This is the genesis for TSL’s SMART Marketing methodology: a closed-loop, end-to-end marketing and demand engine which pairs the human element of an inside sales team with digital and inbound marketing best practices.
TSL employed a strategic and aggressive plan to build a strong digital foundation for the IT company and the VAD. This included:
TSL's inbound experts executed a combination of inbound marketing initiatives to help drive traffic to the website and social pages to convert visitors into leads. They included:
The microsite that housed the content and offers.
TSL's outbound experts executed a combination of integrated demand generation initiatives to help generate and convert top-of-funnel leads into opportunities or Sales Qualified Leads (SQLs). They included:
8,753 TOP-OF-FUNNEL LEADS WERE GENERATED OVER 3 YEARS. LEADS WERE NURTURED AND PROGRESSED FOR MONTHS UNTIL THEY WERE SALES-READY AND PASSED ON TO PARTNERS.
“Leads that our sales team gets excited about.”
WEST COAST SOLUTION PROVIDER
“Facilitated meetings are seamless and we see great potential in the leads.”
SOUTHEAST REGIONAL SOLUTION PROVIDER
“We have closed business with the leads provided by TSL. The leads are sales-ready and actionable.”
NATIONAL SOLUTION PROVIDER
Pipeline and Win Revenue Results
532 SQLS & 30 WINS TOTALING
SOFTWARE & SERVICES
175 SQLs & 14 WINS TOTALING
The goal of filling the IT company's channel pipeline with a healthy flow of qualified leads and sales-qualified opportunities to lead to closed business deals was achieved. With the help of HubSpot’s Marketing platform, along with TSL’s expertise with the software, we were able to harness the tools needed to create and automate campaigns and activities, optimize inbound and outbound efforts, and measure success.
The SMART Marketing methodology has yet again returned a measurable pipeline from the top of funnel on down to proposals and closed business.
Since our founding 20 years ago as Technology Sales Leads, we have provided sales and marketing services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.