daiquirirosen.com - Client Consulting

B2B Lead Generation - Client Consulting

Overview & Challenge(s):

While at Unbound Agency, I was assigned as the Director of the largest and most profitable client, Compassion-First Pet Hospitals, headquartered in New Jersey. This client was focused solely on acquiring top-notch emergency and specialty veterinary clinics around the United States. They had recently hired a new VP of Business Development who needed training, sales materials, scripting, and a centralized solution for managing leads.

He was "an Excel guy" who resisted all systematic approaches, yet struggled with tracking the progress of potential acquisitions and subsequently lost qualified leads every week. Many of the leads attempting to convert were not well-qualified and didn't pass the vetting process.

Goal(s): Centralize the data, simplify the process, and improve lead quality.

Strategy and Approach:

Invite the VP, of Business Development to the KC office for a strategy session on the approach to identifying and tracking leads.
Demonstrate how other companies had centralized the leads process using CRM software and establish a series of hands-on working sessions for him to practice.
Within two weeks of completing the practice, he gained CEO approval to implement the CRM (HubSpot).
After completing the learning paths provided, I connected the HubSpot Leader Feeder App and personally trained him about lead and pipeline management on the platform.

Results:

After creating custom dashboards, he fully adopted the platform within two weeks of implementation.
He spent less time inputting data into multiple versions of his spreadsheet.
New leads increased by 15% within the first year.
The leads he delivered for vetting were 80% more qualified than those he previously presented.
The Agency gained incremental scope to create sales materials, presentations, and trade show/event marketing assets.

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