How Sonda’s marketing implemented Inbound in the largest IT company in Latin America – WAU
That Content Marketing is a reality we all already know. After all, according to the Content trends 2017 survey, almost 60% of London companies intend to adopt this strategy. A curious fact is that this applies to different segments and sizes. Although for different reasons, we have small retailers to large multinationals betting on this strategy. […]
That Content Marketing is a reality we all already know. After all, according to the Content trends 2017 survey, almost 60% of London companies intend to adopt this strategy.
A curious fact is that this applies to different segments and sizes. Although for different reasons, we have small retailers to large multinationals betting on this strategy.
While the former usually sees this solution as a way to acquire new customers with a much more affordable investment, the latter already finds in digital a way to measure their results and optimize their investments. In addition, of course, to reinforce the inherent authority of the brand.
And it is exactly for this purpose that Sonda started its strategy in 2016 that, after one year, culminated in a ROI (Return on Investment) of 352%
Big companies, big challenges
Sonda is the leading IT service integrator in Latin America. A multinational with Chilean headquarters, thousands of employees and very strong strategic partners.
The marketing team is structured, having as main strategy the execution of events to gather contacts and relate to existing customers.
Over time, they have become more and more experts in this, participating in dozens of events throughout the year in the most diverse cities and countries. And the fact is that it worked very well, with all this logistics and effort paying off.
Several contacts were generated and updated in CRM so that representatives could manage and relate. It turns out that, however positive that was, the reach of marketing ended there and the metrification of the path passed by the contact was broken.
Since this contact was created at the time of the event and managed within the CRM, the control of this life cycle was flawed, and it was not possible for marketing to prove the real value of its actions, which was a problem for the company.
And, according to Felipe, Sonda’s Marketing Manager, this is actually a global problem that affects all large companies and that needed to be changed.
“Regardless of the market, you need to measure, making the results tangible in a structured way.” – Felipe Duarte Navarro, Marketing Manager at Sonda.
The beginning of Inbound
With the objective of assisting marketing metrifications and improving sector conversions, Sonda’s marketing team started the content strategy in August 2016.
At first, the strategy was focused on generating attractive content for the blog and creating a stronger position before the competitors, who still did not use content marketing.
With a dedicated team and operational capacity, the rig’s blog started to bear fruit quickly, and visitors could soon be better worked and updated in CRM, integrating the strategy on and Off from the company.
The new strategy was extremely relevant, as it did not change the flagship of Sonda’s strategy, which was the holding of events. In fact, this only complemented and made it even clearer how important this strategy was and facilitated the work done with the contacts generated via outbound.
This is because now each visitor was previously created, with their interests outlined previously. Thus, during the event, instead of creating a new contact, the old one was only updated, so that the life cycle of this client could be better monitored.
It became possible to better understand the initial contact of this person and his moment of conversion, among other information.
The problem is that the biggest challenge for the strategy to work was not outside the Sonda, but inside.
Dealing with yourself
Given its market and the way its service is offered, Sonda tends to have a very long-lasting relationship with its customers, which in fact is very positive. Consultants tend to closely monitor their accounts so that they are able to offer the appropriate service.
It turns out that, although this is something positive, it ended up becoming a hindrance for the adoption of inbound by the company.
It may not make a lot of sense, but mind you: for the success of Inbound Marketing, you need a precise alignment between Marketing and Sales.
But how to have this alignment if the sales team doesn’t buy the idea?
And, for sales, a team that already has its processes and relationships consolidated, it is not surprising that they are suspicious of the initiative. Think well:
“I have my accounts that are managed by me. The function of marketing is to give me new contacts acquired by fairs that I take care of the relationship. And now they also want to get along? I do not doubt that they end up disturbing me. ”
The new always tends to scare, even more when it comes full of changes, accompanied by a need to change the mindset.
Finally, Sonda’s real challenge ended up showing everyone how the new work carried out by Marketing came to benefit the entire company and not just one sector.
The first major initiative was to sit down with the sales manager to explain how marketing would act and how it would benefit sales work. If before any account passed through the commercial, today marketing would need to define KPIs (the Key Performance Indicators) clearly with the sales team to pass only the relevant contacts.
In this way, only the most qualified contacts were passed on so as not to occupy the consultants’ time unnecessarily. But there was a point in this alignment that was the determining factor for the success of the partnership.
It was precisely because of a large and complex sales cycle that the consultants wanted to maintain this relationship for themselves: they had been doing this for a long time and understood that anyone with potential sales should be worked on.
So, to resolve this situation, in a very well-constructed alignment, they decided that marketing would take care of the knowledge stage, accelerating this process.
In other words, marketing would be responsible for making contacts aware of who the Sonda was, what it does and what the relevance of this is for the potential client’s business.
That way, the lead arrived already knowing this information and the consultant could work with it more easily, not having to make these explanations and educate the client in this regard.
With that done and the first qualifications carried out, the first step, which was to gain the confidence of the VP of Sales when seeing the results, was achieved.
There is no need to fear what is known
Now that the VP of Sales was on the side of the marketing and content marketing strategy, it was necessary to attract the rest of the team.
For this, they used the endomarketing sector to generate education campaigns on the inbound.
Several educational contents were sent frequently by email, explaining what was inbound, how it could help the commercial and the company, in addition to its importance for the digital world. In addition, lectures and courses were also given so that the consultants could answer all their doubts on the subject.
And speaking of doubts, they arose – and in large quantities.
This turned out to be very positive, as it was based on them that the endomarketing content was produced, also based on the team’s feedback on what could be improved in the SLA between sales and marketing.
These steps were fundamental for the adoption of Inbound Marketing by the company. And more than just a structuring of processes, it helped everyone to have a change of thinking, in their view on the subject.
Maintaining the relationship
Although the focus of Sonda’s Marketing was initially to expand the brand, as I said earlier, the company as a whole still has a great focus on maintaining the accounts already conquered and Content Marketing ended up helping, and a lot, in this part too.
Specific contents were written for each aspect of the company and distributed so that representatives could share with their contacts.
In this way, they gained more authority with the person with whom they were talking, in addition to helping direct the matter towards a possible new sale.
These pieces of content were sent directly by consultants on LinkedIn, who initiated a conversation about something relevant that could bring benefits to the client. In addition, the content delivered in this way, allowed a much more personalized approach, which is essential when it comes to complex sales.
With these initiatives, Marketing not only managed to better measure its results, but also to improve them alarmingly, reaching the already mentioned ROI of 352% in one year. And now, in addition to mastering the strategy of holding events even more, they have a new relevant channel.
And this is only for new acquisitions!
As already mentioned, the work of consultants for upssell and crossell has become even more strategic and has allowed an even greater level of relationship.
What do you think of adopting Content Marketing for your company too and have better control over your investments and optimize your results? If you want to know how we can help you, just as we did with Sonda, just talk to one of our consultants.