LEADSCORING | PREDICTIVE TECHNOLOGY:
Cisco Systems, in partnership with 6Sense Predictive Intelligence

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This Cisco campaign—which had a cross-product focus on switches, security, collaboration, routers and data centers—had a goal of increasing the conversion rate of marketing-qualified lead (MQL) via the company’s call center.

The initiative applied predictive intelligence to Cisco and third-party contact databases to find and auto-qualify leads that could be sent to regional call centers for sales qualification. By increasing velocity and volume of leads, MQLs are likely to convert to sales-qualified leads (SQL) without relying on Cisco’s traditional nurture campaigns.

Cisco has a sophisticated measurement system in place, but teams well-versed in prior methodologies were hesitant that a new system would alter their workflow and yield lower conversion. 6sense was brought in to auto-qualify product-specific leads based on four different dimensions that helped Cisco and partner sales reps find the leads that qualify faster and at an increased lead value. The dimensions considered were the account’s buying stage, how closely the account and the lead matched the firmographic characteristics of a typical Cisco customer for the products and how the lead’s online research matches up with existing Cisco customers. 6sense helped Cisco isolate and prioritize leads according to their level of qualification and Cisco’s call center teams then called on only the leads worth their time.

The key differentiator was the application of online intent data that allowed Cisco to improve past lead prioritization and scoring that focused on how closely the lead “looks like” past buyers. Now, using intent data, Cisco can pinpoint when there might actually be a sales opportunity. Cisco was able to understand its prospects’ buying intent based on their Internet-wide research, and not exclusively their activity at Cisco.com.

In the past, lists were prioritized based on only internal data and significantly relied on firmographic attributes like industry or location. The lack of attributed activity data left a gap in the lead ID process.

Overall, account manager and partners responded favorably to the program. The initiative empowered Cisco’s Call Center to achieve a 71% conversation rate: 391 sales qualified leads were created out of 549 leads from the marketing team. And, the average value of those leads was five times higher than Cisco’s typical inbound deal size.

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