Case Study: Paradigm Integrates Workflows for Professional Services Client Resulting in 1,500+ Warm Sales Leads

Author: Michael Scorcia Category: Marketing Case Studies Date: April 14, 2022

OVERVIEW

A leading NJ medical device design and development company partnered with Paradigm Marketing and Design to help streamline their automation platforms, qualify leads, and forge more cohesive processes across sales and marketing. Paradigm created an integrated sales and marketing infrastructure, streamlined the client’s workflows, and devised an innovative program designed to segment and qualify leads.

Challenge

The client’s sales and marketing teams were using two different automation platforms—Salesforce for CRM and MailChimp for email marketing and lead generation. The systems were not integrated, which resulted in duplicate contacts, poor segmentation, and missed leads. Though MailChimp housed 22K+ leads, they were bulked together in one lump sum and not qualified for sales follow-up. Meanwhile, the sales team was primarily relying on Salesforce, which housed a separate collection of lists. The client needed a better way to organize and manage leads and workflows across both systems to maximize efficiencies, boost ROI, and support sales growth.

Taking Action

Paradigm’s workflow strategists began by analyzing the client’s existing workflows and tools to reveal areas of opportunity, then integrated the two systems to work together seamlessly. Next, they developed an approach to qualify the tens of thousands of leads in MailChimp to ensure warm leads were pushed into Salesforce for follow-up. They did this by distributing a newsletter to the entire database with clickable items designed to segregate leads based on their content of interest. The resulting click-throughs not only supported a more structured sales follow-up approach, it also informed a more strategic, highly segmented email marketing program.

Results

The newsletter resulted in a resounding 4,794 opens, 1,144 clicks, and 1,535 new leads for Salesforce that would have otherwise been missed. To help the sales team prioritize the volume of new leads, the Paradigm team launched an email program to the click-throughs to identify the “hottest” leads for immediate follow-up. Today, the sales team is enjoying an influx of highly qualified leads, making it easier and quicker to book meetings and close more deals with a shorter sales cycle and lower cost per sale.