Case Study

A leading online video curation company engages FunnL as their strategic partner in sales lead gen program

The Customer

The customer is the leading provider of cloud-based video curation solutions to the online publishing, non-profit, community and ad network markets. The solutions enable websites to curate, upload, and aggregate content. This video curation solutions power the world’s most engaging video websites. The company provides robust online video management platform in two market segments – Enterprise and the Consumer segment. In the Enterprise segment, the customer facilitates a robust, scalable, and cost-efficient way for brands to complement their original video production efforts and in the Consumer segment, it provides video curation portal consisting of thousands of standalone channels, each devoted to a niche topic, each populated by third-party videos. Case Scenario: With a significant market share in the consumer segment, the customer wanted to enter the enterprise segment aggressively. The marketing and sales team used different online marketing channels to engage with prospects, including pay per click, SEO, SCM by approaching different associated vendors where the average cost spent was ‘3X’ as compared to the consumer segment expenditure. The engagement did not gain momentum and the conversion ratio was nil. The sales were not picking up the thrust as the quality of the leads were not appealing. The expenditure, however, was increasing, which made it hard for the marketing and sales team to align on which marketing channels and agencies they should pursue. Having executed their approach towards lead gen strategy which did not yield the expected results, they opted to try out email marketing to generate qualified sales leads. Consequently, the customer was looking for a b2b lead generation partner to generate sales leads through email marketing which made them align with FunnL.

FunnL helps the customer to increase the sales pipeline using Personalized Email Marketing Campaigns

After conducting a detailed market study, understanding the lead qualification parameter for the customer in the enterprise segment, FunnL designed 3 major campaigns viz.

  • Video production Campaign focused on
    • Organization with revenue between USD 10 MN – 250 MN
    • Organization with revenue between USD 251 MN – 500 MN
    • Organization with revenue between USD 501 MN and above
    • Targeting profiles Marketing/Branding/Online/Digital – CXO/EVP/SVP/VP/Sr. Dir.
  • Monetization and Analytics Campaign focused on
    • Organization with revenue between USD 10 MN – 250 MN
    • Organization with revenue between USD 251 MN – 500 MN
    • Targeting profiles IT/Tech/Operations – CXO/EVP/SVP/VP/Sr. Dir.
  • Video Platform and Curation Campaign focused on
    • Organization with revenue between USD 10 MN – 250 MN
    • Organization with revenue between USD 251 MN – 500 MN
    • Organization with revenue between USD 500 MN – 1 BN
    • Organization with revenue between USD 1 BN – 5 BN
    • Targeting Marketing profiles – CXO/EVP/SVP/VP/Sr. Dir.
  • Generic Campaign
    • Organizations with revenue USD 5 BN and above targeting Marketing/Digital profiles
    • The customer needed to explore potential opportunities in all the 50 states of USA.

Campaign Management and Optimization

  • All the campaigns were run on an average of 8-9 months.
  • FunnL was able to pump in 85 leads into the customer sales pipeline from all the campaigns over the engagement period.
  • Sales champ were able to meet with the decision makers in marketing and technology areas with a context for discussion and also exploring potential avenues how the customer can help its clients in branding and creating awareness with the online video platform.
  • The customer was not only able to close Deals with FunnL leaDs but they also consulted their clients in the specific domain.
  • The customer was also able to gauge the responses from the market which made it easier for them to upsell and cross-sell their services.
  • Forecasting the number of leads for the coming months based on the analytical reports sent by FunnL was made easy.
  • The customer did not need to spend any extra buck on branding as the Personalized Email marketing served the purpose.

Results Driven by FunnL Personalized Email Marketing

As a result of FuunL’s campaign management strategy, the customer has seen a 3X increase in lead numbers and they were also able to close Deals. A healthy sales pipeline during the campaign cycle was developed and the customer was able to analyse the appropriate strategy to consume and nurture the leads. This enabled them in decision making and forecast for future enlargement of the company as email marketing helping them in saving the budget and increase the revenue. Outcome: Customer has engaged with FunnL for a long term as their strategic partner in sales lead gen program.

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