Have you been wondering which steps to take to gather more customers? The first place you should look should be in your prospect pool since these are leads that have expressed an interest in your products or service. Once you find your prospects, you can easily convert them — with these 5 easy steps.

Find out how to group prospects, engage them, create content for different stages of readiness, provide value, align your ad messaging, and turn those prospects into customers.

1. Engage with Your Prospects

The best way to ensure your prospects get the correct and timely information is to make sure they get it from you, and the only way to do that is to engage them every step of the way. Prospects are probably not going to become clients right away, so it’s important to nurture a relationship with them from the beginning.

In order to do so, you need to segment your audience into different groups, depending on their current placement in the sales funnel. An easy way to do that is with automation platforms that process all of your prospects and select the type of information and messaging they will receive:

• Prospects that are just getting to know your brand should receive information and content that explain your services.
• Prospects that are further down the road would love to read about what sets you apart from the competition as well as a success story from one of your clients.
• Prospects that need a bit more nurturing should receive content with tangible value.

The critical part of engaging your prospects is being present throughout the whole process of turning a prospect into a client, meaning starting right away. Early communication will send the message that you are customer-centered, and that’s the best way to grab their attention. Make sure to reach out to them through multiple channels because that will increase the chances that they will remember your brand when you reach out with a sales proposal.

If you offer a free trial, that time slot is your moment to shine. Engage them with tips and tricks about getting the most of your services. Provide them with tutorials and give them statistics about what works best for your clients.

2. Use Social Proof

Social proof is based on the idea that people will conform to social influence in order to be liked by peers, or seem similar to them. A great example of this is using client reviews in your marketing efforts to show that there are real people that use your services.

Although it is priceless to have an opportunity to curate the kind of message you want your prospects to receive about you, hearing it from a third-party gives it even more power. This is where social proof comes in:

• When prospects are considering a service or product, they like to see that actual people are using it, and if they are peers, even better. You can provide them with social proof in the form of case studies, positive reviews, or endorsements from opinion-makers.
• Having real people talking about your brand gives you credibility. You can encourage them to give you feedback on social media and review sites, and use that on your website. You can also include those reviews in your newsletter, outreach campaigns, and throughout your sales pipeline.
• People don’t want to feel like they are the only ones left out of the conversation. This could be attributed to FOMO (fear of missing out). Showing your prospects how your clients simplified a certain process in their day-to-day work obligations may result in an “aha moment” when they realize they can also take advantage of your products and services to better their businesses.

Our favorite way to use social proof is by creating detailed case studies. They should include a description of the situation that your client was in before they started working with you, the description of the process you went through to help them, and the result.

The result should be shown in more than one way, meaning their return on investment (ROI), as well as an increase in traffic and the human factor — how they got to spend their time more efficiently since you were taking care of the problem at hand.

3. Create a Bulletproof Content Strategy

We already know that content is king, so don’t try talking your way out of this step. In most cases, content is up to your marketing team, so this is where your sales team has to cooperate with the marketing team and make sure they have the right content and information for every step of the sales pipeline.

The easiest way to convert prospects into customers is by being one step ahead and knowing what type of content could persuade certain people. This is where your marketing efforts come in handy.

While working on your content strategy, you should have a grasp of your buyer persona and how different groups of customers may benefit from your services. The first thing you need to do is differentiate your channels and key messages, and figure out which work best for different audiences.

Targeting your audience by age, industry, lifestyle, and location is a great starting point. Small business owners will have different needs than those of bigger businesses. They may be more interested in case studies that highlight small businesses with a focus on the quality of the service; bigger businesses may focus on the quantity aspect since they need platforms that allow a higher number of users and specific integrations.

A solid content strategy also involves consistency and a strong team of content writers and graphic designers to support your monthly content calendars. You can choose to hire an in-house team (if you have the budget) or engage services of agencies or freelancers like Godot Media (writing service), Envato (hiring freelance designers), Videopixie (hiring videographers or video editors), and Upwork/Fiverr (hiring freelancers from all domains/skills), among others.

4. Provide Value

Providing value to your potential customers shows them what they can expect from working with you. If you have a series of video tutorials or similar educational materials that show people how to use your services or get the most out of your products, share it with them before they become customers.

Show your prospects how they can get more value from you than just a finished product or a service to turn them into loyal customers. Explain the value to your prospects and spotlight the array of services you offer such as customer services, a variety of products, and an ever-growing library of educational materials.

5. Align Your Ad Messaging

Your prospects will enter your funnel with different levels of understanding of your products and services, as well as at different stages of readiness to buy. That is why you need to align your ad messaging to make sure your retargeted ads find their way to the right audience.

It’s imperative you split your audience into different groups and target them with different ads. This is easily done through Facebook Pixel and Google Remarketing Tools which let you track your prospects and group them with similar individuals interested in your brand.

How you deliver your message is just as important as the channel you chose, so test out how your audience responds to videos, original photographs, and infographics to find the right medium for your brand.

If you’re simultaneously running ads on different platforms, make sure to align the overall message and get creative with the formats instead of using the same copy and visual for every platform.

Conclusion

Having more clients is at the top of every brand’s priority list. That is why it’s necessary to work on converting more prospects every day. With our easy guide, you will be able to provide the right kind of push to your prospects at every step of the sales process.

Being one of the most important investments a business can make, your CRM must process and actionize data at the highest efficiency levels. If it’s not, it’s time to consider changing your CRM.

Yes, CRM migration can be daunting. Because migrating from one CRM to another, or implementing one for the first time, is complex and will have ripple effects across revenue teams for years to come, many experts recommend an implementation partner.

If you’ve read this far, let’s assume you’re gathering facts. And so, let’s start with some best practices based on our experiences as both a HubSpot Advanced Implementation Certified partner and a SalesLoft partner.

Why Migrate CRMs?
CRM migration is a bit more complicated than just moving your data from one software to another.

You probably work tirelessly along with a sales team to find, nurture, and win over new prospects. So, it’s vital to have the best CRM possible that fits your sales needs. What are those? An efficient work process, a well-defined sales funnel, improved sales cycle velocity, and of course, lots of leads.

You may be thinking, “Our CRM is good enough. There are some data and automation I wish was better, but is it really worth the headaches to migrate to a new CRM?”
These are the two most common reasons for migrating your customer relationship data to a new system.

1) You need clean(er) data
Migrating your data from an old CRM to a new one won’t magically solve your data hygiene. However, CRM migration always starts with a clean-up.

Most SDRs execute triple-digit activities every day (researching, personalizing emails, sending emails, making cold calls, replying to responses, updating CRM data, sending appointment reminders, etc). Essentially, these prospecting motions can be boiled down to this: how effective is a sales rep at turning CRM data into qualified leads and sales opportunities.

What if they could get the data faster and do more with it when it matters most? That’s what a good-fit CRM can do. No outdated or incomplete files. Smooth handoffs from SDR to Sales Exec. Complete views of individual customer journeys. Structured and actionable data is easier to find, use, analyze, and enrich the information stored.

Whether you perform it in-house or outsource to an implementation specialist to build a more performance-based CRM, make sure the data is more readily available than before the migration.

Pro Tip: Do not bulk-delete everything that seems irrelevant. Create a backup always, then determine which data is critical and necessary and which data can be discarded or enriched.

2) You need more (and better) functionality
There is no shortage of reasons for needing increased CRM functionality.

Reasons that you need a better CRM platform
Any one of these reasons is enough to switch CRMs. Your company, team, or sales funnel grows, so there is no shame ever in staying up-to-date.

Your new CRM should solve the problems you’re having with your current CRM.

Pro Tip: Document the specific functionality you need to solve your customer relationship challenges before comparing CRMs. You might be surprised which CRMs meet your requirements when you pinpoint your needs before surveying solutions.

How to Do It? CRM Migration Best Practices
When CRM data migration is a priority for your sales and marketing teams, there are three common paths towards achieving this business goal: Utilize a CRM interface, use a migration tool, or tap an implementation specialist.

Upload existing data through a CRM interface

You can upload all the data from your legacy software into the archive or spreadsheet and upload it to the new CRM via the user interface. Most CRMs allow you to export data in the format of a .csv file.

Sounds simple; however, success relies on the compatibility of your old files with the new system. Implementation specialists are well versed in solving these compatibility issues.

Deploy a CRM migration tool

This option involves using a third-party CRM migration application. Depending on your needs or preferences, some of the most popular tools are Pentaho Data Integration, Talend Open Studio, or Import/Export Wizards.

These tools will do all the manual transferring, but it will work only if both your new and old systems are similar enough, which happens rarely.

Hire a CRM Migration specialist

For a complex and critical business problem, sophisticated and expert solutions are required.

An implementation specialist evaluates your sales enablement processes, audits your current data, assets, and workflow to find the areas that need improvement. Then, they tailor your integrations with custom fields and mappings.

Later those will be tested before actually filling your new systems with up-to-date data. Also, such a specialist can validate, enrich, or expand any contact existing in your CRM.

What to Do?
Preliminary CRM Migration Checklist
Now, when you’ve chosen the approach you’ll take, what’s next? A CRM migration project plan and a checklist of steps will get the best results possible.

Search and compare

There is a wide variety of CRMs available, so the best is to decide based on your needs and niche.

Hubspot is known for being the easiest to use with a vast learning and training resource center to make adoption as painless as possible. Additionally, HubSpot has one of the most emergent Content Management Systems to rival WordPress and consolidate all top of funnel marketing and sales in one place.

Salesforce has the highest G2 rating and boasts a pretty insane advanced feature set. Your team managers will be able to customize almost anything. Both of them will be great if you want to use your CRM for a mix of marketing and sales.

Zoho is a CRM featuring more social media bells and whistles, with integrations of Twitter, Facebook, and Google+, while Less Annoying CRM is one of the most affordable for small businesses and startups.

The list is expansive, with more than 919 Customer Relationship Management Software products listed on Capterra, but you get the point. There are enough options to find something that will fit your goals.

As soon as you narrow down your choices and select the right CRM, start comparing it to your legacy CRM. This way, you’ll make sure you’ve chosen something better than you already had.

Prepare and analyze

As soon as decision-makers approve of the CRM migration, the preparation begins. Your revenue teams must be up-to-date with a change like this since they are its primary users. Plus, their adoption of the CRM will heavily weigh on future sales success.

So, spread awareness of the upcoming event, start educating them on the new system. Not only will it make the transition process more efficient, but you’ll get the most dedicated testers ever that will find any bugs or glitches if there are any.

The next step is to go through the data you already have in your legacy CRM. Consider this an audit of your sales funnel, assets, and workflows to determine which areas need improvement.

Check for duplicate or outdated contacts, add missing data entries, and fix inconsistent data. Such a clean-up will create a fresh start for your new CRM.

Pro Tip: Go through every use case of how your team members use the platform. It will give you an idea if something is outdated and doesn’t need to be transferred to the new CRM.

Map and backup

Data mapping is an intricate process of determining where your data will reside in the CRM after the migration.

For instance, you have a customer named John. John went through your pipeline two weeks after a successful call and now is one of the most loyal customers you have.

Your new CRM must have a place for John, where he will be in a group he belongs to. Check all the possible groups that need to be included in the map, which will secure the transfer.

Now, it’s time for a backup. You must have an option for a retreat in case any troubles arise during a CRM migration. While most likely it will go without a glitch, you cannot risk losing your data. Also, you can use your backup to compare if the data was transferred correctly after the migration.

Test and Implement

Now, it’s time for the CRM migration to happen. Start from tailoring your integration with your custom fields, sync logic, and field mappings. You are almost ready for the transfer. Before that, run a couple of tests.

It puts a lot at stake if you transfer all your data at once, so it’s better to start with a couple of trials with different data sets. If an error occurs, don’t be alarmed, this is a time and place to clear that up.

And finally, it’s time to press the “Migrate” button!
So the choice is yours. You can go through the CRM data migration steps by yourself or hire CIENCE to take care of that for you.

Nowadays, there is no common rule that works with all the channels. As sophisticated systems often get mistaken for confusingly complex, orchestrated outbound sounds hard to execute and difficult to track. While multi-channel outbound is a choreography of well-timed prospecting activities, it is also the only marketing channel in which revenue generated is 100% attributable.

Beyond the appointments set, however, KPIs (key performance indicators) tell the story about how your messaging and strategy did, or did not, lead to good outcomes and strong ROIs.

There’s precise targeting, high-quality outreach, and timely prospecting can be, when understood and used the right way, they can become an important source of generating both new and repetitive customers. The only question is: how to understand what exactly is that ‘right’ way for your business?

That’s where KPIs come along. Or metrics. Or performance stats. After all, the only thing that matters is tracking the right ones and knowing how to use the results to improve, iterate, and achieve predictable high performance from your next outbound campaign.

Why track Outbound KPIs?

Among a long list of all the responsibilities marketers have, the real pain point is planning the budget. Let’s say you have a certain marketing goal. To achieve it, you need to invest money in certain channels. To make these channels work right, you have to know precisely where, when, and how much money you should spend to ‘stay in the green zone.’

Understanding and modeling the right KPIs can produce predictable, repeatable results as lead generation activities scale in scope and budget.

Without knowing your KPIs, going down this road is like walking through a wild forest at night — really easy to get off track and get eaten by wolves (read: spend budget and goodwill without getting any results)!

Outbound KPIs matter because they help to bypass this trap, to define the weak spots on your track, and to map out the best ways to deliver and attribute real results.

So, if you still don’t know what these three letters mean in general and for your business, keep reading.

The Basics — General Outbound KPIs

Before we get to the specific outbound metrics for each channel, there are a few KPIs that are essential to track, regardless of the outbound channels you’re going to market with. Each of these marketing performance stats deserve a separate explanatory article with detailed instructions on how to measure them, why they are important for your business, and how to improve them gradually with every new marketing campaign you have. But for now, let’s just have a quick review of each of the essential outbound KPIs

Return On Investment (ROI)

The essential metric, ROI reveals how efficient your marketing strategy is, and how many dollars you should expect in return for investment.

ROI equals the ratio between the overall revenue gained from a marketing campaign and the general costs spent on this campaign. To calculate your ROI, use the formula:

As a rule, your expenses should never outweigh your profit. A ratio of 5:1 between profit and expenses is an excellent ROI coefficient.

Conversion Rate

Conversion rate is a key metric in defining how effective your sales pipeline is. It shows the percentage of leads who were converted into qualified appointments. This can come via landing page form fill, on-page chat conversion, appointment set via email, LinkedIn outreach, or by phone call. By measuring conversion rates for each outbound channel you can define which channel is most effective, then optimize using this information. By knowing where your highest rate of conversions is, you have a clearer path to solving pipeline challenges and increasing the efficiency of your top of funnel conversions.

Conversion Rate can be calculated this way:

The median conversion rate for a B2B company is about 2%. Top performing sales organizations are hitting as high as 11%. If your company’s conversion rate is somewhere in this range, you’re doing something very right.

Customer Acquisition Cost (CAC)

CAC is another stalwart metric that shows how much it costs to convert a potential lead into a new customer. CAC represents the ratio between how much a company spends on acquiring a new customer and the total number of new customers acquired within a certain time. The formula looks like this:

Sales and Marketing costs take into account the salaries needed to pay to get the client, plus overhead like rent, equipment, marketing tools, sales engagement platforms, and any other expenditures related to closing costs.

To calculate how efficient your CAC is, you’ll need to compare it to another KPI…

Customer Lifetime Value (CLV)

CLV is a metric that predicts how much profit a single customer is expected to bring to your company. CLV is a complementary metric to help understand CAC.

Tracking CAC and CLV matters because these KPIs define the profitability of your business model. If these numbers drop too low, it’s a serious red flag.

To calculate your customer’s CLV, use the formula:

Ideally, the value each customer brings to your business should be 3 times higher than what is spent on acquiring them. Here’s an easy to remember ratio to keep in mind when modeling out outbound marketing efficiency using CLV and CAC:

Next Level Metrics — Orchestrated Outbound KPIs

If any of those vital metrics discussed above are underperforming, some of the outreach channels you’re using (maybe all of them) may not be as effective as they could be. To find the weak spots in your marketing strategy, we’ve isolated several secondary, yet essential, orchestrated outbound KPIs to track.

Emails

We’ll start from the most popular outbound channel — emails. The main metrics to track here include:

• Total emails delivered: The number of emails sent by your sales development reps.
• Prospects contacted: The total number of potential customers contacted within a certain period.
• Bounced emails: The number of emails failed to be delivered to your prospect’s inboxes. To calculate: Emails sent divided by emails delivered.
• Open Rate: The percentage of emails opened. To calculate: Emails delivered (minus emails bounced) divided by emails opened.
• Response Rate: The total number of emails responded to, regardless of negative, neutral, or negative responses. To calculate: Emails opened divided by prospect responses.
• Appointment rate: The rate of appointments scheduled per contacts touched. To calculate: (Prospects contacted divided by appointments scheduled) times 100.
• Domain Health: The rate of emails that are delivered to inboxes versus the number of emails delivered to tabs or spam. To calculate: typically requires a subject matter expert who has the tools and deliverability know how to track emails delivered across all email services (Gmail, Outlook, etc.)

Calls

Whenever you have an in-house sales development team, or you use the services of outsourced SDRs, tracking outbound call performance is critical to building a predictable top of funnel pipeline. Here you should track:

• Calls made: The total number of phone calls made by SDRs within a certain period of time.
• No answer: The number of unanswered calls.
• Unreachable: The number of calls failed to reach a certain phone number.
• Voicemail: The total number of voicemails left to the prospects.
• Types of Responses: The total number of responses received, depending on the outcome of the conversation. The number of calls, which lead to a follow-up, referral, positive conversation, or appointment. The number of calls that reached out to a gatekeeper, not the right person or the right prospect, but within not the right time.
• Connect rate: The ratio between a number of calls made and a number of answers received (including voicemails) within a certain time frame. To calculate: (calls answered divided by calls made) multiplied 100%.

There are a number of very helpful tools for tracking different social media, but we mostly pay attention to LinkedIn as it is the most convenient social platform for interacting with potential B2B clients. Outbound metrics to be tracked here are:

• Invitations sent: The number of invitations sent to potential prospects during a certain period of time.
• Accepted: The number of accepted invitations.
• Types of responses: The number of positive, negative, and neutral interactions, and the number of appointments set.
• Connection rate: The number of accepted invitations out of the total number of invitations sent. To calculate: accepted invitations divided by invitations sent.
• Response rate: The total number of answers received (regardless of the types of responses) to a number of prospects, who accepted the invitations. To calculate: responses received divided by accepted invitations.

Pretargeting Digital Advertising

The most important metric to track here is total impressions per named account list. The purpose of pretargeting ads is to create brand awareness and familiarity before a lead ever receives an email or phone call. This way, cold emails, and cold calls will feel a little warmer when the prospect engages. To track the efficiency of this outbound channel, keep an eye on these stats:

• Impressions: The total number of times your ad was displayed to the users while viewing the web page. If the same person have seen the ad a few times, it counts as another impression.
• Click-Through Rate: The rate between how often people click on your ad compared with the number of total impressions. To calculate: total ad clicks divided by the number of impressions.

However, you should always analyze the efficiency of these outbound channel metrics by looking at how it influences the main KPIs like ROI and Conversion Rate. If after receiving a certain number of impressions, your ROI gets to the point you want it to be, consider investments done into this channel as successful.

Landing Page

The purpose of every landing page is to convert leads into qualified appointments. Therefore, the outbound sales metrics of this channel include the following:

• Unique Visitors: The number of first-time visitors to the web-page. (this shows the effectiveness of the whole orchestrated outbound campaign: the higher is the number of unique visitors — the better other outbound channels work)
• Appointments (Target Actions): The number of appointments set up through the landing page.
• Chat Started: The number of chats conveyed on a landing page.
• Conversion Rate: The number of visitors converted into leads via landing page interaction. To calculate: leads converted divided by the total number of page visitors.

Conclusion

Obviously, there are many other outbound KPIs worth tracking, which we haven’t mentioned. On that note, be on the lookout for a future article where we dive into even more granular outbound metrics to fine tune even the best performing campaigns.

As the old saying goes, you can only change what you measure. So, if you want to know how you can get better, keep an eye on those KPIs stated above for a good start. And then, you’ll figure out what other outbound metrics to include to make your business even more efficient.

Originally published at https://cience.com on November 12, 2020.

Skip to the Orchestrated Outbound Checklist

What really happens is referral traffic to the websites decreases, organic reach conversions get harder, and gated content turns up a majority of dead-end leads that sales don’t trust. This tendency has been going on for the last couple of years, and 2020’s almost complete reliance on digital marketing means more competition for keywords and ad space than ever before.

This is where a multi-channel, highly targeted outbound campaign can spur new growth with new logos of your best-fit clients.

There will never be a time when we’d suggest abandoning inbound — a high performing demand gen engine is crucial to growth. But outbound is back, and the right multi-channel strategy is the ticket to accelerate and scale growth.

There’s a reason more and more SDR teams, and outbound campaigns are rolling up to marketing. Outbound is 100% directly attributable, targets only your Ideal Customer Profile, provides predictability that scales, and improves inbound performance.
After you’ve built your targeted lead list, the next step is to decide which channels should be included in your next outbound marketing campaign. So, which ones exactly? Continue reading to learn which channels must be included to get the best performance (optimized for ROI).

The Go-To Channel: Cold Emails

Always the stalwart, outbound emailing has become more sophisticated, smarter, and prospect-focused in recent years. Just look at how much the promotional email campaigns you get every day have changed! They know your name, they congratulate you on your birthdays and work anniversaries, they predict your desires and suggest new services or products to solve problems you’re currently trying to remedy.

Emails are definitively one of the most efficient channels to include in the outbound marketing campaigns. About 35% of marketers claim that this is actually the most effective marketing strategy.

It’s quite interesting that when one asks about the worst marketing strategy, emails are also on the list.

So what separates a good email outbound campaign from a bad one? The background research on the prospect, of course. If you use all the information available through different tools and social media (more on LinkedIn below) on your potential buyers, your next outbound campaign can be enriched with some awesomely personalized emails, which make cold emails feel a little more warm.

At CIENCE, our specialized SDRs send thousands of ‘cold’ emails every day and have found that relevant personalization through research is critical to positive engagements. The trick to personalization at scale is providing precise and deep research on each and every contact. We know almost exactly who fits the ICP and buyer persona, who those decision-makers and buying groups are, and how relevant the product or service is for their company.

No longer should emails be sent blindly from mass blast lists. It didn’t cut it 10 years ago, and it sure doesn’t pass the mustard test now. If you’re struggling with using email as an efficient outbound channel, here is an explicit guide on how to nail cold emailing.

The New Comer Channel: LinkedIn Lead Generation

Personalization is power. And Social Media, specifically LinkedIn for B2B, is a great source of this power. According to LinkedIn, 76% of buyers are ready to have sales conversations via Social Media. It should go without saying that DMing a sales template to a CEO won’t convert into a new meeting very often. You need to prepare the soil — warm-up the prospect before harvesting the goods from LinkedIn outreach.

While reaching out to someone, it’s no longer enough to just know the prospect’s name. You should know their company’s name, their colleagues’ names, what articles they’ve read or retweeted, what their day-to-day looks like, what KPIs they own, and even what hobbies or interests they have (that you may share).

Use the rest of social media to find out even more! Follow your prospect’s accounts everywhere: react to their Facebook posts, retweet them, comment on the same posts on LinkedIn. Be seen but not heard, bring value to the table, be ready to get that appointment when the opportunity presents itself.

The Throw-Back Channel: Cold Calls

Yes, yes, we know! This is not something new to you. But believe us, cold calling works (if done right, of course). According to Rain Group, most C-suite and VP-level buyers (57% to be precise) actually prefer to be contacted by phone.

At the same time, cold calling is probably one of the most derided (and emotionally complicated) outbound channels. Call reluctance can paralyze the best SDRs (who otherwise crush on email channels). Once connected with a decision-maker, the biggest obstacle is getting past conditioned responses (“No thanks”; “Not interested”; “Not a good time.”).

But cold calling still works, and it works well. Why? Because it’s the only channel where you get the chance to speak to a real person in real-time and connect in as pure a human connection as possible without being face-to-face (unless someone wants to FaceTime with a stranger).

The Get Noticed Channel: Direct Mail

Remember how excited you get when you find a Christmas postcard among the neverending mailers, bills, and notices in your mailbox? I definitely do, and your prospect does as well!

In fact, direct mails have a higher response rate than other outbound channels altogether. Most people prefer physical mails when it comes to unsolicited offers, as long as the mail is personalized and comes with no strings attached. People open the envelopes more often and check their mailboxes frequently and with care. Direct mail outreach is more trustworthy, personal, and convenient — especially with a hand-written note and personalized gift included. Who doesn’t like to be wooed a little bit?

So, why not to use a Christmas postcard as a part of your next outbound marketing campaign?

For example, this time last year, we received a box of cookies, and a hand-written postcard delivered right to our U.S. office. Even though we know all the tricks, it’s nearly impossible to resist the ego-boost that comes from a well-timed congratulatory gift. It wasn’t the cookies themselves that stole our hearts (ok, maybe just for a little. Ginger cookies are my favorite — just putting it out there). It was the fact that Elliott took the time to order them for us, find our address, write the postcard, and get it delivered just to get our attention.

And then they went full expert. They crafted a wonderful email that mentioned the cookies (kudos) without suggesting a quid pro quo (which would be bad taste).

The trick with direct mailing is that there is a thin line between being really nice and cute with your present and making your prospect feel uncomfortable and unsafe by delivering the package right to their doorstep, complicated by work from home policies.

So, if you decide to include direct mail into your outbound campaign, be wise when choosing how, what, and where to send.

Main takeaway: Give expecting in return, but be ready for the reward if the opportunity comes.

The Awareness Channel: Digital Advertising

Often considered an inbound generating channel, digital ad campaigns are often claimed too cost-heavy to justify running as an outbound strategy. Nonetheless, it’s still a very critical Go-to-Market channel for most businesses.

The truth is, this money can be used more effectively and judiciously if, during your next outbound campaign, you invest in pre-targeting ads on both social and programmatic display channels.

The key here again lies in the target lead list being used for campaign outreach. Imagine a way to create brand awareness for your cold contacts before they ever receive a cold call or email. Suddenly, your brand doesn’t look strange in their inbox or on the other line. You’ve now created a warm(er) lead, creating a sense of “where do I know this company from.” Now that you have them leaning in, a well-timed and punchy phone call or email will convert into a qualified meeting scheduled.

Pre-targeting is beneficial for both marketing and sales as it increases brand awareness, improves outbound prospecting, and helps to generate high-quality leads in a short space of time.

The Bonus Channel: Landing Pages

Usually, we wouldn’t include landing pages as a separate channel. But without it, the effect of an outbound sales campaign won’t be as strong. The benchmark conversion rate for landing pages is 2% — imagine!

This bonus channel basically means that for every new ICP of the outbound campaign, you would need to create a bespoke, persona-based landing page to which all other channels will feed. For example, if your business sells vendor management software into both eCommerce and fintech companies, then every email, call, direct mail, social media outreach should lead the prospect to a personalized landing page about your software, created specifically for each contact’s respective space.

Pro tip: With proper tracking set up, you’ll be able to see which visitors hit your landing pages and create additional cadences to target these prospects who show more intent but may need a little extra nudge to convert. (Super pro-tip: invest in a conversational marketing platform to spur action 24/7).

How to Orchestrate Outbound Campaigns?

As marketing channels grow and sophistication increases (and buyers become numb to things that worked yesteryear), it’s not enough to have just one or two channels included in your GTM campaign. You need all six of them at the same time, working simultaneously and in tandem, i.e., orchestrated.

Like a conductor pacing the music and organizing the melody from their band, the concept of outbound orchestration is the practice of timing and executing outbound marketing channels as a set of prearranged, precision-based plays, which together achieve the desired goal (setting qualified sales meetings).

Orchestrated outbound campaign implies that all these tactics work together, in accordance with the right timing and plan, one after another in harmony. Just as in an orchestra, the real enjoyment and goosebumps from the symphony come not when a single instrument plays alone, but instead when all sections are played in concert.

So stop ignoring those five outbound channels (and the web channel) we’ve talked about. Use them as your superpower to boost the effect from the inbound or simply check them as your new outbound strategies if you don’t have time to wait until the inbound starts working. To help you out doing the first steps, we’ve created an Orchestrated Outbound Checklist.

Download: Orchestrated Outbound Checklist

CIENCE knows that standing up and scaling multi-channel outbound campaigns can be time-intensive, resource-heavy, and cost-prohibitive. That’s why we provide a 10-day Go-To-Market SDR Team packages (includes everything in this checklist and more) to help businesses get more qualified meetings on their sales teams’ calendars. Click here to see how your business can grow with a bespoke orchestrated outbound campaign.

A lot has been spoken about the importance of customer experience in the Business-to-Consumer (B2C) domain, but what about the Business-to-Business (B2B) sales model?

Is it time for B2B companies to become as ‘customer-obsessed’ as some of the most successful B2C brands have demonstrated over the last decade?

The data says, yes:

• According to McKinsey, “Improvements in a B2B customer experience can lead to a 10% to 15% reduction in customer churn, 20% to 40% increase in win rates of offers, and 50% lower costs to serve.”
• Moreover, further research by Adobe suggests that “Companies (both B2B and B2C) leading in customer experience are 3 times more likely to have significantly exceeded their 2019 business goals.”

Did you know? According to a , millennials account for 73% of all B2B purchasing decisions.

These numbers make sense as B2B customers are becoming increasingly more aware of their needs as well as well-informed of the latest technological developments with respect to user experience.

In fact, there’s a dynamic power shift taking place in the B2B space, with users expecting a customized, digitized, and seamless experience throughout the sales funnel. In this blog, we will look at the top-5 customer experience strategies that B2B businesses can embrace to boost revenues, sales, and user satisfaction. Let’s jump right in.

Top-5 CX Strategies for a Killer B2B Sales Experience

Feedback is fundamental to every B2B organization — whether it is online or offline. And unlike the B2C domain, B2B customers drive purchasing decisions based more on logical rationales instead of solely relying on emotions.

So, if, as a B2B company you wish to deliver the first ‘AHA!’ moment to your customers early on in the sales process, you need to have a good grip of the ground realities. Then you can redirect your efforts towards learning about core issues that plague customers at the ground level.

Here’s where building a community-led platform comes into play:

This ultra-useful platform can also be used as a:

• Feedback platform that offers actionable insights.
• Self-service portal that empowers customers to get instant and easy access to a rich knowledge base — complete with FAQs, free demos, video tutorials, etc.
• Product portal that allows businesses to update users on feature requests as well as latest releases, in addition to allowing users to collaborate and conceptualize new product ideas.
• Beta testing platform to test new features with the help of your end-users, aka self-confessed brand advocates.

“You can expect a 66% decrease in the time taken to open online accounts with co-browsing.” — Acquire

Whether it’s a B2B customer or a B2C one, everyone loves a seamless, friction-free customer experience. This is where using a visually-driven co-browsing feature can act as a boon and allow you to provide personalized customer support that’s unmatched in terms of convenience, speed, and quality:

Co-browsing basically allows your agents to ‘take over’ and interact with your customers’ browsers (with their permission) when they get stuck. You can think of it as the agents trying to troubleshoot issues online, together with the customer for a faster and quality-led query resolution.

Using intuitive technologies such as Acquire’s co-browsing feature can facilitate a seamless end-to-end B2B customer experience with common issues getting resolved at light speed. It allows you to offer instant support to users and literally guide them out of troubled waters, thereby enhancing the customer satisfaction levels.

At the heart of a true-to-form B2B CX and customer retention strategy lies real-time data. Using accurate data (think: buyer persona, user journey, etc.), B2B businesses can focus on boosting customer retention as they understand the user behavioral patterns, their likes and preferences, as well as their pain-points

In fact, according to a survey by Customer Think:

“83% of B2B leaders want more information that describes customer intentions and helps to create a holistic view of the customers.”

This is why B2B businesses should invest in tools and technologies that can allow them to gather trustworthy, accurate, timely, and relevant information.

For instance, a sales enablement tool allows managers to predict the outcome of a sales situation (also known as predictive analytics).

By extension, your agents can make a rock-solid plan which includes key elements such as:

• What time to call them?
• What kind of tailor-made content and personalized offers to provide them?

This allows B2B firms to sell smarter and quicker, with the ability to plan ahead and draft growth-led sustainable strategies. Based on the data collected, meaningful content and sales strategies can be curated to further influence sales and revenues.

More importantly, by automating the relatively administrative and routine data gathering and analysis processes, your agents can offer proactive and personalized support — a win-win for all if you ask us!

Let’s set the record straight: If your customer feels that their user experience with your brand isn’t relevant, they’re bound to jump ship sooner than later.

So how do you gauge the relevancy of your product/service and, by extension, your CX strategy? Start by answering the following questions:

• What do my customers need and expect?
• Is my B2B offering addressing their primary pain-point or core need?
• What kind of a feedback mechanism does my brand have, and is it working?
• Is my sales portal personalized enough for every buyer experience?
• Is my team working towards creating accurate buyer personas and user stories to map customer journeys?
• Is my team proactively offering product suggestions and leveraging the right kind of marketing automation tools?
• How do my customers prefer to communicate, shop, and interact with my brand?
• Is my pricing model customer-centric?

All in all, the idea to get your customer’s pulse, understand your competitors, embrace the industry best-practices, and anticipate your customer’s future needs to ensure that your brand stays universal and relevant at all times.

One of the core fundamentals of driving a value-driven B2B CX is offering a cohesive and consistent experience at every touch-point in the sales funnel. In other words, your B2B brand needs to ace its omnichannel strategy. When drafting a strategy, make sure to account for the following questions:

• Are my end-users receiving a consistent message across all communication channels — from my website and app to my live agents and emails?
• Can my customers access their purchase history, irrespective of the channel/platform they’re on, instantly, within context, and easily?
• Are my customers experiencing a seamless and consistent transition as they switch between channels?

If the answers to most of these questions are no, it is time to revisit your CX strategy and look at ways in which you can enhance the B2B customer experience.

Wrapping Up

To be honest, the lines between a B2C and B2B customer experience are blurring — owing to the rising customer expectations and a dynamic shift in automation technologies. The era of a B2B customer experience that’s marked by personalization, speed, relevance, and consistency is here.

To wrap up, kickstart your B2B CX journey by experimenting with the above mentioned time-tested strategies and find the ‘right fit’ for your organization. Are you game? We thought so.

Originally published at https://cience.com on November 11, 2020.

Clutch is a B2B market research company that connects service providers and buyers through data and verified research. Central to this process is client reviews. In their unique process, analysts have spoken directly with many of our clients and learned about the services we provided.

Seeing CIENCE recognized alongside titans of the business-to-business space is a real honor. We see our commitment to our clients, to sales specialization, to our employees, and to scalable growth both recognized and confirmed by over 1,000 clients we’ve now served since 2015. We talk about win-win-win-win scenarios that we create as a company, and this is further proof that winning together is a business model that breeds success for all parties.

John Girard, CEO

With a total of 71 reviews and an overall 4.7 rating, we’ve seen strong results from Clutch’s extensive research process. We are excited to be recognized as one of the top BPO services in 2020. Our team is also honored to be recognized by The Manifest among the top 100 call center services.

Our clients’ participation and successes made this award possible, and we want to thank them for their time and honest feedback. Below are excerpts from recent reviews:

Everyone on their team is polished and professional.

VP of Business Development, Ori

CIENCE was thorough, and the quality of their work was top-notch.

Sales Director, Bioscience Company

Their organization was impressive despite the different time zones.

Sales Planner, Marketing & Advertising Company

We are thrilled to have been the leader in our Clutch categories now for two years!

As the #1 company in multiple categories — lead generation services and call centers — being recognized as a Clutch Top 1000 company in California is a great accomplishment. Thank goodness for services like Clutch that facilitate unbiased, third-party reviews with validated customers, as this helps buyers feel confident in choosing the best providers for their needs.

Eric Quanstrom, CMO

Thank you to everyone who has contributed to our company’s success. We look forward to collecting more reviews and to continue growing our platform through Clutch.

Top-performers across every industry were researched, vetted, and grouped into categories based on their specific industry. Then, b2b service providers ranked by the Clutch rating. CIENCE placed third among all b2b service providers in Latin America.

We’re humbled to be recognized as one of the Best Business Services by Clutch — as this is really the loud voice of our clients speaking and the tremendous people who have made our Guadalajara office integral to delivering strong results for our customers.

John Girard, CEO of CIENCE

About Clutch

Clutch is a B2B research, ratings, and reviews platform of in-depth client reviews, data-driven content, and vetted market leaders based in Washington, D.C. They collect client reviews and analyze tonnes of data to offer the best market research there is. Clutch challenges chaos present in the various markets to help its customers to make the most informed decisions when choosing the provider.

“These companies stand out because of the positive feedback their clients shared with the Clutch team. The quality of their verified reviews shows that these companies know how to deliver exceptional work to their clients. As more companies highlight their leadership in the industry and build their online reputation through third-party reviews, I hope the process of finding the right service provider becomes easier for business decision-makers.

Mike Beares, Clutch Founder

About CIENCE & Clutch

We put our customers first, and this recognition is evidence of our focus on SLAs and operations management across our seven global offices.

John Girard, CEO of CIENCE

CIENCE is the top-ranked B2B lead generation company that provides the orchestrated outbound services backed by its notable machine-driven, people-powered People-as-a-Service.

The recognition from Clutch comes amidst a period of sustained growth for the company.
Recently, Inc. magazine announced CIENCE as #793 of the fastest-growing US-based companies, on its annual Inc. 5,000 2020 list.

Just over a year after our expansion into Mexico with our Guadalajara office, it’s gratifying to see the recognition bestowed by Clutch here on our position as a leader in Latin America. “We’ve grown rapidly here, thanks to our client partners with whom we get to work on growing their business. It’s a win-win!

Eric Quanstrom, CMO of CIENCE

About SalesLoft

SalesLoft is the #1 sales engagement platform provider, helping sales organizations deliver a better sales experience for their customers. SalesLoft grants a better understanding of customers’ needs, helping businesses engage substantially at every stage of a customer lifecycle.

Companies like IBM, MuleSoft, Square, WeWork, and Zoom, are only a few of the 2000 customers, that use SalesLoft’s sales engagement platform to engage in authentic and meaningful ways.

Headquartered in Atlanta, SalesLoft holds five more locations worldwide. This year, the company was recognized as the best place to work in Atlanta, named the 7th Fastest-Growing Technology Company in North America by Deloitte, and recently, have been praised by The New York Times as “the next unicorn on its way to a $1B evaluation.”

About CIENCE

CIENCE is the top lead generation service provider (according to Clutch.co), providing a unique mixture of managed services and prospecting technology. It’s machine-driven, people-powered People-as-a-Service model has proven effective at increasing and scaling sales growth for businesses all around the globe.

For the second year in a row, CIENCE has been recognized as one of the fastest-growing US companies by Inc. magazine. Prior to that, Financial Times placed CIENCE as #31 on its inaugural Fastest Growing Companies List.

The ability to improve your sales funnel and generate a pipeline full of opportunities drives organizations to partner with CIENCE.

Eric Quanstrom, CMO at CIENCE

About CIENCE & SalesLoft

This partnership unites CIENCE’s best-in-class PaaS model with SalesLoft’s industry-leading sales engagement to provide the best services and top of funnel growth possible for the companies’ mutual clients.

SalesLoft is a critical part of our customers’ sales technology stacks. By working with CIENCE, our mutual customers can create better sales experiences, increase pipeline creation, and engage with more customers.

Blake Wolff, SVP of Services & Alliances at SalesLoft

The partnership now allows CIENCE and SalesLoft to bring competitive advantages to companies like Qualia, Fivestars, Shutterstock, and many more. The mutual clients will achieve better sales results thanks to the top orchestrated outbound methodologies combined with precision prospecting and authentic, 1:1 engagements at scale.

Our ability to support the many capabilities of SalesLoft enables us to grow the businesses of our customers more effectively.

Eric Quanstrom, CMO at CIENCE

In addition to bringing significant advantages to both SalesLoft and CIENCE’s current and future mutual clients, it is also a great honor for us to be an Advanced Partner with SalesLoft. The motto of SalesLoft is “Engage with Integrity,” and aligns with CIENCE’s “Sales Conversations Start Here” via human-powered, machine-driven lead generation services.

The truth is outsourcing is much more industrious than that, not to mention productive and, if you play your cards right, profitable. As a matter of fact, outsourcing can be a business owner’s best friend, a contracted colleague to lean on through the thick and, considering the recent pandemic, the thin.

What’s the old saying? No man is an island? Well, as businesses go headlong into the fourth quarter of 2020, their employees armed with all kinds of protective gear (i.e. face masks, hand sanitizer, and latex gloves), socially distancing themselves from the rest of the world, it sure feels like it.

People have never been more isolated. And considering most are working from home, outsourcing has proven to be a real life-saver in this pandemic pinch, and not just when it comes to cost-savings.

Business owners, in particular, have enough on their plate, as they navigate these uncharted waters, doing their darnedest to keep consistency in their workforce. So, how does outsourcing help to ease their burden? Let’s unpack that thought.

Making It Up As We Go Along

As businesses hunker down at home amidst a global pandemic, running their shop from the comfort of their breakfast nooks, in the same space their children are haphazardly pouring milk into a bowl of cereal, the new reality for the remote workforce is fraught with stress, uncertainty, challenge and, unfortunately, longer workdays. Some businesses are better prepared for this unexpected reality than others.

For instance, those who had the foresight to document their standard operating procedures (crossing every “t” and dotting every “i”) are the organizations who have proved most agile. And managers who have successfully built up trust among their people are well-positioned to thrive in this WFH environment when it’s otherwise impossible to monitor hour-by-hour activities.

Gartner’s tips on responding to the lack of visibility into employees’ activities recommend managers double-down on trust, and fight back those urges to micro-manage. It is clear, though, that as we settle into a lasting remote reality, there will be more adjusting to do — if we’re interested in getting back to business-as-close-as-usual.

The truth of the matter is, nobody could have predicted such a catastrophic event, a novel corona-virus crippling the economy and sending offices worldwide packing, forcing them to take shelter and, at the same time, take important Zoom meetings from their homes with small children and animals running underfoot.

These are unprecedented times, which call for unprecedented measures, but what do those “measures” look like? We are literally making them up as we go. Are we not? This is the dastardly moment when you kick yourself for not carving out time to create that handy-dandy, little business continuation plan that systematically sketches out step-by-step how and when to take action when confronted with these types of hazardous, hypothetical “What could possibly go wrong?” scenarios — right?

The trouble is, if you’re like most business owners, you are tied up in the everyday “meat and potato” tasks of running a business, hyper-focused on driving revenue, and keeping your doors open.

Not every business owner has the luxury of time to invest in more “sophisticated” tasks, such as specialized sales development, let alone having the time to put together a solid business continuation plan that will save their company from being sucked into the ruinous vacuum of a global “rainy day” or, least of all, the child underfoot who is just one milk carton away from taking out their harddrive and their life’s work. Again … who can predict these things?

Eric Quanstrom, Chief Marketing Officer of CIENCE Technologies, put it best:

Businesses that successfully ran largely remote workforces before the pandemic tend to exhaustively document their processes and knowledge. That enables employees to join projects and get up to speed on their own time, without having to consult colleagues first. This reflects ‘sound management that companies with physical offices didn’t adopt simply because they could afford to be sloppy.

Eric Quanstrom, CMO

The remote work model is not a new concept. In fact, according to a Census Bureau study, as of 2017, 3% of full-time workers in the United States said they worked “primarily” out of their home office.

It might have been considered a luxury back in the day, but in 2020, the year of the Rat according to the Chinese zodiac, it has become a necessity, a way of life.

And while business owners frantically forge ahead toward an uncertain future, battling to overcome the many challenges that have cropped up within this uncharted space, one powerful option has become a mainstay, and that is (Drum roll, please!) outsourcing.

Let’s take sales development, for instance, the part of your business that sits at the front-end of your sales cycle, waiting with bated breath for a little TLC from a dedicated sales development rep, which you likely don’t have in-house. Much like with your business continuation plan, you won’t want to put this off.

The growth of your business hinges on landing your ideal clients — in good times and in bad. Anybody who has ever taken a business course knows that you’ve got to keep those sales pipelines brimming with qualified leads if you’re going to grow revenue consistently.

The basic principle in sales development is specialization, so whilst you’re juggling core tasks (remotely!), it might be best to leave the “specialization” to the experts who do it all day every day and whose organizations are set up to handle such a prolific task.

Knowing your target is at the head of every campaign, but in order to get to the head, you’ve got to lay down the groundwork and that means research … lots and lots of quality sales research.

The Benefits Of Outsourcing

Business owners have never been under so much pressure to perform, in order to effectively and efficiently move and manage all the working parts of their business. From employees to clients to coffee, they are doubling their efforts to keep continuity in this work from the home landscape.

Therefore, outsourcing has never been more important, particularly when it comes to specialized sales development. It could very well be the difference between going big or going home — which (ironically) is an easy transition since you’re already working from home.

Outsourcing might not always be the obvious answer, and it might not always save you money upfront, but it can be the smartest thing you’ve ever done for you, your business, and your bottom-line. So, let’s get down to brass tacks. What are the benefits?

FOCUS: Consider your company’s sales strengths. Do what you and your sales teams do best, including closing deals. From that point, outsource the rest.

When you are free to focus on what you are good at, your work is less likely to suffer. When hiring a team in a specialized field, such as sales development, you are choosing to let the experts do what they do best.

Many have found this a competitive advantage, without all the headache of creating a strategy and campaign yourself. On top of which, the outsourced team you hire should have both the capital and the capability to invest in the technology needed to make you (and their client base at large) look good.

FLEXIBILITY: By hiring a sales development team, a contracted extension of your team whose science it is to identify, connect with and land qualified leads, you are not limiting yourself to the time and staff that is immediately available to you.

Because business demands fluctuate, particularly as you set up a new workstation at home, meeting those demands can be difficult. Building an effective outbound sales campaign can be overwhelming, but when left to the hired experts, it can open up a whole new world of possibility, without expending what little resources you have left.

On top of which, it is a turnkey service. You only need to outsource when you’ve got a need to fill, alleviating both the burden and the risk that comes with the work.

EXPERTISE: No matter how smart you are, there are areas of your business that you are not an expert. Given enough time and coffee, you might become more knowledgeable in those areas, but how much time do you have in one give day to figure it out?

Essentially, as a business owner, it is your job to generate income. Focus on that and leave such things as sales development to the experts who are equipped to handle all those moving parts, as well as own the burden and the risk involved.

WORK-LIFE BALANCE: An article in Bloomberg reports that people who work from home are adding three extra hours onto their workday, just to keep up with the daily challenges that come with a makeshift home office.

Dividing up and delegating those tasks that aren’t your area of expertise and outsourcing them to trained professionals provides relief that can only be quantifiable by a decent work-life balance.

According to an article in Forbes Magazine, “a whopping 94% of working professionals reported working more than 50 hours per week and nearly half said they worked more than 65 hours per week in a Harvard Business School survey.” Letting go of some of your workload allows for more time to unplug.

At the end of the long workday, consider the greater value a contractor’s experience and expertise bring to your business, including focus, flexibility, expertise, and work-life balance.

Whether your overall goal is to grow your business, market your company, alleviate mundane tasks or essentially buy back time in your day, outsourcing is an excellent opportunity to rise above the challenges of working remotely, as well as rising above the competition.

Markets have shifted considerably since the beginning of 2020. If you’d like to read how other B2B companies are rethinking their go-to-markets with an emphasis on orchestrated outbound, check out Surviving Pandemics and Recessions with Outbound Marketing.

If you have additional questions about how CIENCE has helped more than 950 industrious B2B companies create more certainty in their pipeline, schedule your 1-on-1 workshop.

About CIENCE

CIENCE is a top-ranked B2B lead generation company that provides the orchestrated outbound services backed by its notable machine-driven, people-powered People-as-a-Service.

For two years in a row, the company’s rocket-fueled growth has been recognized by Inc. magazine’s Inc. 5000 2020 list. CIENCE joins the star-studded collection of companies to have been named one of the United States’ fastest-growing companies multiple times.

The new appointment of Underwood, Sr. follows its recent announcement Issac Nassimi as its new Head of Technology. CIENCE pairs its emphasis on innovation in the lead gen tech space with a goal towards optimizing its already powerful PaaS model.

I could not be more pleased to welcome Marcus Underwood to our team. He brings a wealth of experience and extraordinary capability to our operations team — exactly the right person at exactly the right time for CIENCE.

John Girard, CEO

About Marcus Underwood at CIENCE

Marcus brings an impressive 18 years of BPO experience and a 30–40% improvement in SLA achievements. He will focus on identifying operation opportunities, driving margin growth, and aligning lean systems with short- and long-term revenue goals.

Together, we will continue the growth trajectory by honoring the foundation of what both I and CIENCE believe in — People-as-a-Service, combining the world’s best human intelligence, machine learning, expert training, and industry experience for the perfect Sales BPO!

Marcus Underwood, VP of Global Operations

Prior to joining CIENCE, Marcus Underwood served as the Senior Manager of Continuous Improvement at Faneuil Inc. as well as Senior Service Delivery Manager/Healthcare Payer at Conduent prior.

We couldn’t be more proud to welcome Marcus to the CIENCE family. His expertise and knowledge in global processes will bring the sales research and outbound services to the next level — fully committed to the future of orchestrated outbound.

Our ability to add an inspiring yet steady operations leader like Marcus will enable CIENCE to scale well into the stratosphere — without sacrificing one tiny bit. The experience he brings from nearly two decades of people and process management is unequaled.

Eric Quanstrom, CMO