Gamma is a communications company that helps businesses talk to their customers by providing reliable voice, data, and mobile services. Gamma has two types of customers: direct businesses and channel partners that resell their products and services.
Gamma made the decision to invest in Conversational Marketing as a new way of selling. They were confident that it would give their sales team an exciting new way to engage and convert qualified website visitors and ultimately propel their pipeline forward.
Since the day they launched Qualified’s Conversational Marketing solution, Gamma has seen an immediate business impact. Here’s their story.
For years, Gamma had been doing marketing and sales the traditional B2B way. Their marketing team invested time and money building up SEO and marketing campaigns which sent qualified traffic to their website. Interested buyers were expected to fill out a form, and upon doing so, the sales team began the chase via phone and email to lock in a meeting time.
The process was painful for all parties. The marketing team had to sit on the sidelines and hope that their leads received proper attention, customers were forced down a glacially slow buying process, and sales reps had to put in a lot of work to schedule one meeting. Something needed to change.
Gamma initially explored website chatbots to improve the process, but they soon realized they needed something bigger and better than just bots; bots help companies quickly collect information, but they still send customers into the traditional lead queue and follow up process. They needed a platform to identify their most important website visitors and engage them in real-time, personalized sales experiences.
When it was time to choose a Conversational Marketing solution, a strong Salesforce integration was paramount. Gamma knew that their new solution needed to seamlessly integrate with Salesforce CRM and Pardot Marketing Automation, since those are at the heart of their organization. These integrations would allow them to leverage existing customer and prospect data and make Conversational Marketing even more effective.
Before diving into the application, Gamma met with the Qualified success team and outlined their Conversational Marketing goals:
They then built out the framework for their Conversational Marketing strategy:
Whenever their sales reps engage with visitors, the goal is always to capture the lead and book a meeting with a field sales representative as soon as possible, creating a real opportunity.
Within 6 months of launching Qualified’s Conversational Marketing Solution, Gamma has generated over 150 sales opportunities and over £12 million in sales pipeline. They also increased website conversions by 33% and they're generating 22% more marketing qualified leads. Conversational Marketing has opened the door to more conversations and more pipeline, an accomplishment that both sales and marketing can celebrate. To hear more about Gamma’s story, check out our blog post where we interviewed Joe, Gamma’s Head of Digital Marketing.