Problem / Challenge
The client is a training and development company based in Canada. It conducts business and personal growth seminars and workshops for professionals and individuals in North America and in other parts of the world. The business was doing well in meeting its growth targets until the pandemic hit . The restrictions in movement and gatherings greatly impacted it and it had to adapt by running virtual trainings in lieu of its regular face-to-face sessions.
The company’s leadership realized that its traditional word-of-mouth marketing technique was less effective in a new more virtual world, and that it needed to initiate aggressive outbound sales efforts in order to get back on its growth track. The client did not have the expertise and internal resources to construct a robust outbound sales campaign. Furthermore, it was feared that managing a business development team would distract leadership from its core competency of designing and facilitating training programs.
Solution
Eastvantage took responsibility for the client’s outbound sales and social media marketing. It built a Business Development team for the client, starting with one Sales Executive and growing it to a team of three Appointment Setters and five Business Development Executives in two weeks. The team worked on lead generation through various channels such as LinkedIn and Google My Business. The team also referred to an external database for the North America region in making outbound calls to get appointments.
Outcome
The team was able to secure ten appointments per day for the client beginning from the second week of operations. This was a 200% increase from the previous performance of the client’s word-of-mounth marketing technique prior to engaging Eastvantage to do an outbound campaign for them. Further, as the quality of leads secured by the Philippine team was high, the conversion rate was at 70%, generating a monthly income of US$250k per month for the client.
By outsourcing to Eastvantage, the company was able to
- adapt to the changing business landscape within a short period of time;
- expand its market reach; and
- exceed growth expectations.
Outsourcing business development to the right outsourcing partner helped posture the business for growth. Further, for lean companies like the client with little bandwidth to spare on non-core process improvements, having a partner with a culture of curiosity and experimenting also serves as a stabilizing force as they venture into new teams and new functions.
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