CASE STUDY

Outsourced SDR Services Drive More Meetings for an OT Software Vendor

What do marketing leads really cost?

If leads sit too long without the right follow up, you could be paying double or more in real dollars.

You know the drill: just when you think it’s safe to take your foot off the gas, issues affecting lead follow up can appear, leaving great leads to wither on the vine. Sales Development Representative (SDR) staffing reductions, shift in focus or even too many leads all at once are common scenarios.

That’s where outsourced SDR services from CyberTheory can help.

Challenges

Closing the Gap in Lead Follow Up

For this client – a leading OT software vendor – hundreds of leads had been stacking up given changes in SDR staffing levels. Some hadn’t been followed up at all. Others had gotten an initial touchpoint, but no ongoing outreach.

What’s more, a large marketing event was coming soon with many good new leads expected. And to top it all off, the business unit had been given strongly increased revenue targets to hit in a short time.

The client needed to quickly qualify and reactivate as many existing leads as possible and do the right follow up on hot new leads as they came in from the event. This would let them identify as many opportunities as possible and build the right level of pipe for the higher revenue targets.

Solution

Professional SDR Services Accelerate Meetings and Opportunities

CyberTheory proposed a program of lead qualification and meeting sets using a professional SDR services partner, selected for their proactive use of enhanced data and telesales technology as well as their collaborative approach on campaign optimization.

CyberTheory set up, activated and supported the entire program with the client and partner, including SDR rep enablement, contact data enrichment, development of lookalike leads, capturing of conversation details, handing off meeting requests via warm transfers, and other SDR best practices to achieve top results.

The SDR team used a sophisticated calling and tracking system combined with auto-dialer technology. This vastly improved the speed and efficiency of outreach. Once leads were engaged in conversations, a high-powered script was used to motivate leads to schedule a ‘learn more’ meeting.

Prospect cancelations and no-shows were minimized by carefully managing the meeting set process, including re-engaging and rescheduling as needed and sending well-timed reminders. Most prospects who canceled or didn’t show the first time were re-booked for meetings they ultimately attended through these loss mitigation processes.

Results

Fast, Repeatable Results are Possible When No Leads Fall Through the Cracks

CyberTheory and the SDR services partner quickly followed up on all the existing leads and sped through incoming new leads, booking more meetings over the usual in-house processes as well as creating new sales opportunities. The program hit a home run in terms of desired results, but also armed the client with metrics on results that are possible with a strong focus SDR process optimization.

Here’s a breakdown of the program’s results:

1,537 Dials
151 Conversations
09% Conversations to Meeting
56 Meetings Booked
92% Meetings Show Rate
3 Sales Opportunities Logged During Program

Insights and Recommendations

A Bigger Bang with Advanced SDR Processes

Good lead follow up is a given for marketing success. But advanced SDR services leveraging more sophisticated data and technology can move the needle even faster.

In this case, CyberTheory managed each lead follow up step with the right strategy, partner, processes, tools and urgency to create a dramatic increase in prospect conversations and booked meetings, with many progressing into opportunities within the program window.

Cybersecurity and IT vendors facing common challenges in lead follow up – or any part of the marketing cycle – can get the results they want by working with CyberTheory. We’re experts at identifying gaps, opportunities, and solutions to drive measurably better results.

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