by BtoB Leaders Writing | Jan 4, 2022 | | ABM & LeadGen – Business Case, Data and AI – Business Case
This Business Case from the latest edition of the BtoB Summit documents the collaboration between Monday morning, publisher of point-of-sale digitalization software, and Magileads, unified digital and “omnichannel” prospecting platform. BtoB Leaders invites you to return to this presentation which explores the issues of acquisition and loyalty in B2B.
Magileads x Monday morning in a few words
Lundi Matin is a Montpellier-based company created in 2007 which offers point-of-sale digitalization software to enable retailers (ready-to-wear, food stores, etc.) to optimize the customer journey. The company, which today has around fifty employees, recently completed a fundraising round of 5 million euros. Monday Morning was represented by Loïc Bavencoff, Marketing and Sales Director.
Magileads is the first unified digital and “omnichannel” prospecting platform that supplies Sales with qualified prospects. The company founded in 2017 offers a nominative database of 15 million B2B contacts, tools for automating email campaigns, LinkedIn, retargeting, SMS and VMS, real-time analysis and visualization of prospect engagement by level. interaction, etc.
Magileads was represented by Christian Martineau, Head of Global Account & Channel EMEA.
#1 Initial situation: how did Lundi Matin find its prospects?
Monday Morning had a team of salespeople and sales assistants. “ Our salespeople worked with a good CRM, but an empty CRM, with more or less up-to-date information and the sales turnover that we all know ,” concedes Loïc Bavencoff. The commercial effort was then ” tools , based on Cold Calling with a poorly populated database. “ It is necessarily hard and painful, both for the salesperson and the interlocutor, often with low conversion rates .”
Based on this observation of lack of tools, quality data and long-term strategy, Lundi Matin decided to approach an expert capable of supporting the company and helping it grow. “ We needed an expert team in acquisition and retention, attentive to our history and our ambitions, who would be a force for proposals and contradictions in relation to our convictions, who could provide us with Data and who has multi-channel expertise ,” explains the Marketing and Sales Director of Lundi Matin.
Magileads ticked all these boxes, with the added bonus of a notion of proximity and advice .
#2 The Lundi Matin x Magileads collaboration
“ We first decided to stop being a 'Swiss army knife' and specialize .” Loïc Bavencoff has set up a structured team with salespeople organized by company size or business segment. He also appointed partner managers to target the right partners and convert them. He finally set up a Customer Success service to build loyalty and ensure Upsell. “ Because the company has a global approach to the customer, Magileads has given us a lot of support in this structuring ,” explains Loïc Bavencoff. This organization also made it possible to define the responsibilities of each person.
- Magileads had a strategic support ;
- Magileads allows Lundi Matin to launch email campaigns, telephone campaigns, SMS, voicemail, etc.
- Magileads allows an “omnichannel” approach. “ We can start with LinkedIn, then move on to a more personalized approach by email based on feedback on LinkedIn, etc. ".
- Magileads and Lundi Matin are engaged in a Test & Learn . “ For example, this is what allowed us to launch voicemail campaigns when we were relatively reluctant to do so. It turned out that this type of campaign works very well on VSE targets ,” continues Loïc Bavencoff.
- Magileads is often invited to the Lundi Matin Management Committee “ to promote good practices in acquisition and loyalty ”.
#3 What results?
The first result cited by Loïc Bavencoff concerns the collaborative mindset brought by this experience . “ We now work in multi-teams with great cross-functionality ,” he explained. Then, Magileads gave Lundi Matin the means to test new approaches to measure the relevance of each approach and rationalize decision-making.
More concretely, out of 24,000 identified SME targets (previously determined through a defined Personae), Lundi Matin obtained 132 positive responses Magileads artificial intelligence engine with an appointment rate of 67% and 22 sales (25% conversion) over a 6 month period.
“ With this layer of 'verbatim' and behavioral intelligence, we can put the identified lead in the hands of the salesperson as quickly as possible ,” explains Loïc Bavencoff. And Christian Martineau adds: “ We created pathways that mix email, LinkedIn, SMS and VMS with the possibility of switching from one channel to another, which made it possible to generate positive responses in a way important ”.
#4 What are the prospects?
Lundi Matin wishes to go further in this collaboration. “ We want to work with Magileads with a stronger focus on major accounts ,” summarizes Loïc Bavencoff. It is also a question of working on new channels, refining bounces to be more efficient in terms of conversion and moving faster. “ We will be able to set up customer surveys, invitations to events and customer base loyalty to go even further ,” concludes Christian Martineau.
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