About NEC: NEC Corporation of America is a fast growing technology company with a high impact sales team, provides innovative IT and communication solutions to businesses of all sizes across multiple vertical industries. Also provides its customers a greater access to a rich portfolio of technology and professional services, enhanced opportunities and competitive solutions. Comprised of business units and innovation centers throughout United States, NEC offers its clients direct access to market-leading technologies and resources, ranging from server and storage solutions to IP voice and data solutions, biometric identification, optical network and microwave radio communications solutions.
Business Objective Of NEC: To increase the no. of quality leads while also effectively tracking and measuring sales and marketing results for growth of sales thus building strong ROI.
Strategies Implemented By NEC:
- The challenge of NEC was they needed a way to generate quality leads and effectively track their sales and marketing results as well as by justifying their marketing efforts to their high impact sales team so the team purchased lists, captured leads at trade shows and through email blasts, but still needed ways to increase lead generation and demonstration of ROI on the marketing spend accurately.
- For a better way to track ROI on marketing spend, Director of Channel Marketing NEC, made marketing alignment with HubSpot.
- Through Marketing automation HubSpot system, the lead and campaign tracking simplified and made reporting more effective than manual tracking systems.
- HubSpot’s Lead Intelligence tool helped to develope quickly a clear understanding of what constituted a qualified lead.
- Features like HubSpot’s Landing Pages tool rendered a mechanism to A/B test pages, without having to depend on the IT team itself.
- Lead nurturing enabled the sales team to focus on marketing initiatives that suits with their target audience and bring better results.
Results Achieved By NEC Corporation Of America:
- 400% increase in email open rates through targeted lead nurturing.
- Increased sales team visibiltiy using HubSpot’s Salesforce Connector tool (lead engagement analysis).
- Through HubSpot increased their marketing horsepower by 10 times.
Learnings:
- Considering the process in between it made easy because of HubSpot tools cause it has the Marketing automation power to grow the sales pipeline, market presence and provide effective analytics to understand what’s working and what’s not i.e. which platform generating how much quality leads.
- Over 400% increase in email open rates achieved sales and marketing alignment through HubSpot’s Salesforce Integration.
Source: Hubspot and Google
