- Marketing director, Citrix

Case Study

Description

Over 400,000 organizations rely on Citrix to power a better way to work

When we pioneered remote access, we believed people should be able to work anywhere and in any way they need. Three decades later, that’s even more true than ever.

It’s what drives us to create technology that transcends the constraints of time, place, infrastructure, networks, and devices. And it’s the reason thousands of organizations around the world trust us to keep their apps available, their data safe, and their people productive—wherever and whenever work happens.

LeadSeed creates custom surveys and reports from respondents' answers on a SaaS platform, ultimately collecting highly qualified leads listed in a dashboard within the platform. This method allows us to observe the following overall data: + 30% engagement, 50% conversion & 25% time saved.

In collaboration with LeadSeed, we designed several customer surveys on Citrix topics (CVAD, O365, Cloud,...)  to address market and increase audience engagement.

Objectives

During the collaboration with LeadSeed, Citrix has specific objectives regarding the use of the platform and the familiarization of end customers through the use of digital questionnaires with Office 365. The various objectives are as follows:

Drive consideration

• To get our audience interested in the topic of the employee experience of Office 365 in the branches and the role the network plays.
• Start a dialogue with the IT audience and move the conversation from the network to the application experience.

Educate

• Using the survey format, we will help the audience understand the key considerations when adopting Office 365.
• Understand Microsoft's networking tips to ensure the best Office 365 experience in the branch.

Conversion

• Conversational in nature to accelerate leads and drive emergency - don't just talk about product information.
• Explain how and why they are not thinking about how the network effects the user experience in the branches.
• Provide the IT decision maker with a personalised report to enable them to have a boardroom level conversation.

Product adoption

• Use the campaign to build momentum for SD-WAN, using Microsoft's business challenges and network connectivity principles.

The results & feedback

Good level of detail in the respondents' responses, gaining valuable opinions and opportunities from our prospects and customers. We are very pleased with what the platform has enabled us to do with our prospects & existing customers.

We appreciate this and so do our customers.

The post Citrix appeared first on LeadSeed - Conversation as a Platform.

- Nathalie Frain, digital marketing project manager at Konica Minolta

Case Study

Description

Konica Minolta is active in a wide range of sectors, including information management, IT infrastructure and security, and is a leader in printing solutions and IT services.

Konica Minolta has launched a lead generation programme by creating an 'online quote' tool using the LeadSeed platform. By answering a few questions about their needs and usage, prospects get a personalised presentation, with recommended solutions, and a quote in just a few clicks.

To date, we have launched 3 online quotes for 4 products:

• Multifunction printer (MFP offer)
• Refurbished multifunction printer ('second life')
• Dematerialisation (DigiPack offer)
• Multifunction interactive screens (Easyhub offer)

These online quotes are published on the Konica Minolta website and blog and attract qualified traffic thanks to value-added keywords. Indeed, 80% of buyers do their research themselves and the blog enables Konica Minolta to educate and evangelise on the uses and good practices around their core business: printing solutions.

Today, in collaboration with LeadSeed, a company specialising in sales activation and the growth of customer - prospect - partner engagement, we are working together to enable our audience to obtain a fully personalised proposal.

Objectives

Unlike other concrete actions that Konica Minolta has taken to increase sales through inbound marketing, we were not sure what the results of these new "Online Quote" assets would be. Indeed, this was a first with the LeadSeed platform, so it was difficult to establish forecasts and ROI objectives. At that time, we were not aware of the power of the tool nor of the number of new customers (of all types) likely to make their quotes online via the platform.

The results & feedback

After more than 2 years of using the LeadSeed tool via the "Online Quotes", the overall results are very good with more than 150 leads per month on average, it is an excellent lever to generate leads. The online quote allows us to capture new prospects that we were not able to reach easily: a majority of the quote requests come from very small business prospects, a target that we have the most difficulty to reach. On the other hand, the average basket allows us to consider a very satisfactory ROI at this stage.

The post Konica Minolta France appeared first on LeadSeed - Conversation as a Platform.

Dorota Grudzien-Molenda, CEE&I Hybrid Cloud Indirect Sales Manager at HPE, HPE Poland.

Stephane Bureau, Cloud Channel Marketing Manager EMEA, HPE, is responsible for enabling around 120 HPE Cloud Builder partners to successfully develop a pipeline and sell HPE Cloud Solutions across EMEA. Below Stephane explains his engagement with LeadSeed on this project.

Case Study

The Situation

The HPE Cloud Helion portfolio involves private, public and managed clouds as well as hardware, software and service elements, so it is not a straightforward sell. Many of the Cloud Builder partners have long established partnerships with HPE and a strong pedigree in delivering hardware solution to their customers. However, selling cloud was difficult for a majority of partner sales reps, so a new mechanism was needed to help speed up growth.

The Challenge

The sales approach for cloud solutions requires a consultative engagement.  We realized that many of the sales people within our Cloud Builder partners were not confident and found kicking off this complex conversation with their customers to be challenging.

• Our objectives for this initiative were therefore twofold:
• To build a pipeline of leads
• To coach solution selling to the channel salesforce

Being successful required a new methodology which supported sales people far beyond the initial solution training. LeadSeed  provided the consultative selling platform to deliver this consistently in multiple territories and languages over a period of two years.

The Solution

The first step for me was to design the questionnaire and the report which would provide the right information to qualify prospects’ challenges and priorities. Defining the right set of questions was not easy and required a combination of my expertise in selling the HPE solution and LeadSeed’s experience of delivering  successfully through other IT channel partners. We worked together to define the best set of questions for a sales person to be confident in delivering, wasn’t too technical or time consuming, but still delivered an understanding of the prospect’s situation.

LeadSeed’s understanding of partner sales reps’ behavior helped me to shape the questionnaire, the report and the rollout of the program.

The configurability of LeadSeed was very appealing. We were able to design the solution to deliver exactly what we needed in order to make the program a success. During the first implementation, we realized that one of the key success factors to ensuring follow- up, was the new bi-weekly set of automated reports which provided all the stakeholders with a progress report of performance after the activity kick-off.

Following a couple of pilot implementations, the next step was to roll out the tool to the local sales leads in the different countries. The tool was picked up more readily where it was perceived to be the right mechanism to support the partners in the specific territory. The new reporting function was highly significant because we believe that this tool is the first to offer HPE channel management and partner sales management a means of tracking, controlling and tuning joint initiatives to support sales reps.

The implementation process starts with identifying one person to be the program owner and a small group of sales people within the partner to provide us with focus and control. We, or a local consultancy agency, provide training on the solution as well as coaching on consultative selling. Finally, we provide training on how to use the LeadSeed 360 platform, deliver the questionnaire and develop the findings within the added value report.

It is important to note that in the HPE Cloud Builder LeadSeed implementation, the sales reps are not directly selling anything. They are assessing the prospect or client’s readiness to adopt cloud solutions with a view to detecting potential projects. The report output of the assessment, which is automatically generated, provides the sales person with an easy follow up after the initial engagement.

This approach is a shift in behavior for the partners and a positive approach for the prospect/client who is easier to engage in a conversation which enables him/her to consolidate their own thoughts about cloud readiness.

The results

We have seen the most impact from the partners who have consistently applied the methodology by putting time in their diary each week for assessment appointments. As the sales people become familiar with the approach and the questionnaire, they become more fluent in their conversations on the phone or face to face with customers with or without the support of the tool. So far, we have introduced the concept of LeadSeed to 22 partners in 9 countries. To date we have gone live with 12 of them with hundreds of leads being generated. The highest take-up has been in the smaller territories where the partners are less established and there is very good cooperation between the partner and HPE.

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“LeadSeed Digital & Call-out solutions from LeadSeed, 100% customized for Microsoft and Windows 10, have allowed us to significantly grow the number of Windows 10 leads and their level of qualification. We were able to analyze market trends, and better understand and position our marketing & sales proposition”.

Matthieu GRANDJEAN, Product marketing manager at Microsoft.

Case Study

The Situation

Windows 10 is the new operating system from Microsoft for workstations. A global marketing campaign was launched to the French market to promote the benefits of the new operating system, but also to distribute information widely about the free promotional offer.

The Challenge

Windows 10 is the new operating system from Microsoft for workstations.

New features in Windows 10 compared to previous versions:

• Security: features such as Microsoft Passport and Windows Hello allow users to more easily replace their passwords with biometric information. At the same time, features such as EDP [Enterprise Data Protection] help the organization to guard against leaks or theft of confidential information by separating company files from personal files, etc.
• Mobility: new Windows Universal applications automatically adapt to different forms and screen sizes to allow continuity of experience; the Continuum mode allows you to connect your phone to a screen, keyboard and mouse in order to use it as a PC, etc.
• Developments in administration of workstations: joining to a domain in the Cloud (Azure AD) allows the user to automatically connect to applications provided through the Cloud (SaaS), and the implementation of simplified configuration strategies for company devices as well as personal devices of users (BYOD), especially with regard to profile management and provisioning of emails, etc.

As part of the communication surrounding the migration from older operating systems to Windows 10, Microsoft proposed a promotional campaign: a free update to Windows 10 for customers using Windows 7, 8 and 8.1 before 27 July 2016.

One of the main objectives of Microsoft France was to communicate the features of its new operating system for workstations, Windows 10, to its customers and to the market in general. A global marketing campaign was launched to the French market to promote the benefits of the new operating system, but also to distribute information widely about the free promotional offer.

In addition to the positioning and promotional communication objectives, the Microsoft product marketing team identified two important challenges:

• Issues surrounding reception of the product in the market: there were several types of objections about the solution.
• Ambitious migration targets for the new operating system which necessitated some additional advice dimension for clients.

The Solution

LeadSeed developed an innovative digital communication and marketing solution for Microsoft through the telemarketing center.

• Step 1: Support in planning and structuring the project

Workshops including marketing, sales and pre-sales helped to develop the proposition to highlight the issues that the Windows 10 solution solved, to showcase the innovative elements and to differentiate it from other solutions on the market.

• Step 2: Development of two LeadSeed solutions: Self-Assessment and Discovery

Self-Assessment (support tool for digital marketing): Self-Assessment is a digital marketing tool for analyzing customer needs and generating reports. The Self-Assessment URL is communicated to customers/prospects via e-mail campaigns, banners, social networks, etc. Respondents then complete a questionnaire relating to their organization, challenges and priorities that will take a few minutes. Finally, the customer/prospect receives an e-mail allowing them to download a fully customized 10-15 page report with respect to migrating to Windows 10 based on the responses given to the questionnaire.

Discovery (support tools for telemarketing teams): Discovery is a tool for analyzing customer needs and generating reports based on telemarketing. Telemarketers have a graphical interface allowing them to run a discussion guide to get a global picture of potential sales opportunities or projects (identified and highlighted by the LeadSeed business intelligence engine). They can then download a complete analysis report for the customer/prospect.

• Step 3: Deployment of Marketing Campaigns by Microsoft teams

Digital campaign: Microsoft teams used traditional digital marketing campaigns to go to market. The call to action of this approach was an invitation to carry out self-assessment using the headline: “Is your IT system ready for migration?”

Telemarketing campaign: Microsoft teams developed existing telemarketing campaigns by offering a different value proposition: “Customer-centric” migration advice.

"We had very positive feedback from our customers and prospects who were able to look ahead to the benefits of a Windows 10 deployment using the diagnostic report that had been personalised to their situation, and also responded to the challenges they faced in terms of workstations.

The telemarketers were also excited to bring more value compared to a traditional campaign: during their telephone exchanges to carry out diagnoses, but also at the time of the publication of the report.

We are now moving onto the next step: enabling our Microsoft reseller partners to use LeadSeed Self-Assessment in their marketing campaigns in order to increase the value of their marketing and sales discourse and become an ever-growing key player in the field of digital marketing.

The advantage of LeadSeed is white label: self-assessment content will be partners branded for optimal ownership of the tool.”

said Matthieu GRANDJEAN, Product marketing manager at Microsoft

The results

During the five-month campaign, more than 700 leads were identified:

• 557 using Self-Assessment on the web
• 144 through telemarketers and Discovery

Considering the cost of LeadSeed for Microsoft, the cost of each MQL (Marketing Qualified Lead) was €7.11.

Beyond generated leads, the campaign had a broader impact the reputation of Windows 10 helping to increase the migration rate of Windows 10 on the French market.

The post Microsoft Windows 10 migration appeared first on LeadSeed - Conversation as a Platform.

Francois MATEO, CEO ServiceNav Monitoring.

Case Study

Objective

ServiceNav has chosen LeadSeed to help the sales team to concentrate on concrete leads and to focus our pre-sales team on significant projects. The “give to get” approach was a key element for the selection of LeadSeed. It helps ServiceNav to increase awareness, give a complete and comprehensive report to the prospects in order to incentive them to engage the conversation. To sum up, ServiceNav selected LeadSeed and uses it in its sales process in order to reduce the cost of sales.

Results

We increase by 30% our win rate and we also increased by 15% our sales with the same sales team.

The outcome for the prospect is an assessment and scoring of their best practices. The outcome for our sales team is a scoring of the project. We defined 3 levels of scoring (green for significant size projects, requirements defined and budget allocated, orange needs to be nurtured, red if “out of the scope”). Thanks to LeadSeed we can focus on concrete leads.

In the ServiceNav sales Go-No Go process, LeadSeed is included to qualify, detect projects and engage pre-sales resources.

In the last 6 months, 200 conversations were created, 61 transformed in projects, 76 on nurturing and 63 on projects or information. ServiceNav saves 1FTE on presales and we increase our order booked by 15% with the same number of resources.

The post ServiceNav – Case Study appeared first on LeadSeed - Conversation as a Platform.

Compared to an ebook or a gated material, we have analyzed that LeadSeed’s approach is much more efficient: more engagement, more information collected, transformation rate improved.”

- Michel MARIET, Marketing Director Partner and Digital Transformation for the EMEA Partner Experience. VP CMIT - CMO association

Case Study

Description

Today, social networks are key to professional relationships. However, not everyone knows how to use them efficiently.  In response to this challenge, Oracle has created an innovative approach to support its employees and the collaborators of its network of partners in the appropriation of new social media.

Background

Oracle was looking to find new ways to engage with his community (internally and externally) using a didactical method rather than a push marketing method.

To support his global approach, Oracle chose the partnership of two innovative social specialists: Aressy for the content and LeadSeed for the tech platform.

• Aressy is a European communication and digital agency. It developed, with Oracle, the structure of the approach and the content (including tips, best practices, digital recommendations, etc.).
• LeadSeed supports the whole digital process (from conversation to report via profiling engine). LeadSeed was chosen because it puts the participants at the center of the conversation. It enables them to be more integrated and therefore more engaged. This case study aims to analyze, anonymously and personally, the positioning of each and to propose development plans on social media according to their objectives.

Objectives

• One of the main objectives was to make internal and external actors aware of the fact that social networks such as LinkedIn, Twitter, Facebook need to be used in the sales process.
• In order to do that, Oracle had to train its employees on best practices in the use of social media.
• The last objective was to demonstrate that you can develop new tools for inbound campaigns.

The results

The results of the program are clearly above the performance offered by equivalent gated mechanisms, such as ebooks or surveys.

Oracle Internal estimates indicated a transformation rate of nearly 80% (vs. 10 to 20%).

At the same time, the engagement rate has increased while collecting a significant amount of data.

The post Oracle – Case Study appeared first on LeadSeed - Conversation as a Platform.

We needed to create an individual service at the same time as a collective service, so we needed a tool that was as accessible as possible and what was also interesting, in any case, which I liked was the idea of conversation and exchange."

- Marketing manager, SYNTEC Numérique

Case Study

Description

In this period of crisis, we have decided to set up a barometer to listen to our member companies. We needed a tool to set up this survey and LeadSeed came to us, which was a godsend because it made our task much easier than a basic questionnaire platform. We needed a simple, fast and efficient solution to get the survey out to our members and receive maximum feedback.

Background

Our questions focused on their situation in this period of crisis, on the economic aspect as well as their way of managing their resources with their employees. All of this allowed us to have arguments at the institutional level with the public authorities but also to give feedback to business leaders on the state of the market and how they can position themselves and project themselves into the future.

What is really interesting and what we liked at LeadSeed is this conversation model. This platform is not based on a basic questionnaire, of course we collect information but the interest is also to give it to companies. The reports of results following the conversation allow us to have direct and personalized information which has a great added value in our eyes.

Objectives

Our primary objective is to carry out a representative study on the impact of the crisis on the activity of companies in the digital sector. So we wanted to reach as many members as possible, and we have more than 2,000 of them. To do this, we needed simplicity and speed, because as an association we are a service in addition to their work and we can't take up too much of their time. We needed to be able to provide meaningful indicators while reaching a target that was representative of our three trade colleges, as well as at the national level, and at the level of large groups and SMEs, hence the need for a universal discourse.

The results

LeadSeed allowed us to provide an individual and collective service thanks to its platform accessible on mobile and computer because our respondents carry out the survey when they have time between two activities. We have had the expected result with this third edition of the barometer, even though we were at risk of having tired of our members who had already been surveyed before. We had a constant number of responses with the first edition at the end of March and the second edition at the end of April.

This tool allowed us to follow the respondents in a dashboard and to define their path and problematic questions from beginning to end. The barometer really met their needs with an adapted text which gave us a good response rate. Being able to track their behaviors allows us to follow this conversation and be able to improve it in the future. We were also able to have arguments in relation to the administrators and people who follow the work, and to have detailed monitoring indicators that make it objective.

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- Marketing manager, Access Bureautique

Case Study

Description

In this period of crisis, we have decided to set up a barometer to listen to our member companies. We needed a tool to set up this survey and LeadSeed came to us, which was a godsend because it made our task much easier than a basic questionnaire platform. We needed a simple, fast and efficient solution to get the survey out to our members and receive maximum feedback.

Background

Our job is to support and advise companies in their digital development. Our salespeople needed a tool to guide their discussions, and, above all, a way to develop their business. Originally our salespeople were all in a specific sector of activity and we brought all sectors together, so they became office automation managers with a 360° vision of the needs and future of companies.

The LeadSeed platform allowed us to create a conversation that encompasses the entire company's information system regardless of the sector of activity and to discover projects in order to accompany them in their implementation. We use this conversation on a daily basis.

The reports allow us to evaluate and establish digital mutation plans for our clients over several months or even several years. It's a base that complements our ERP. We use it on a very commercial version as a basis for the two to four 360° calls made per week.

The conversation is very complete and lasts more than an hour. It allows us to position our sales teams and direct them to our advice. As a result, clients do not feel like they are dealing with an ordinary salesperson but with someone who speaks to them about their entire world in a personalized way that allows them to reach their objectives more effectively.

Objectives

We've been using LeadSeed again recently to create a conversation that allows us to prepare for recovery from confinement. We have developed a shorter questionnaire with a much more focused approach. Our questions aim to define how our clients reacted and worked during this period and how to use it as a springboard to accelerate their digital transformation. A large number of companies have started to implement teleworking, which is within the reach of many, and has raised the need to make it more secure.  It is also necessary to put in place collaborative work tools for example, and we were ready on the day of deconfinement.

We discovered LeadSeed, in the context of a reflection already in place, and reinforced by the meeting with Thierry Ghenassiat, during a convention in London two years ago, who introduced us to Laurent Dobin and we got on very quickly. The human aspect of LeadSeed allowed us to get along from the start with a team that listened to our needs and had a healthy view of the market. They were very responsive and provided very good advice on how to structure the platform. The partnership is therefore based on working together and a lot of guidance on how to use it best, not overdo it, and streamline things. It was a very enriching experience for us.

The results

Today we have a file of 5200 clients in our region including 8 major sectors of activity. Out of these clients we had 300 who were using all of our services a year ago. Today we are going to reach the 35% who use all of our proposals. We have had a very strong growth in the outsourcing system and today our customers entrust us with all of it. We are one of the only companies of our size in the region able to manage the entire system and this has enabled us to position ourselves in a competitive market in a forward-looking way and to differentiate ourselves from our competitors.

When a prospect contacts us for a specific need, we explain that we are interested in managing the entire system because everything is linked, and centralization of services is necessary. Thanks to this, we have been able to create a computer graphic on our approach to the information system that relates well to our way of thinking and allows us to be even clearer.

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- Marketing director, Orange Business

Case Study

Description

The Leadseed solution consists in the use of a SaaS platform that allows us to establish digital conversations with our clients in order to obtain qualified leads.

We have provided our teams with a native marketing tool that allows the client to situate themselves in 5 minutes and through fifteen or so questions to receive an initial evaluation of their maturity with regard to the cloud. At the end of this process, they receive a link by email to download a personalised report.

Objectives

Our first objective is the development of cloud solutions. For a perfect cloud experience, connectivity and security are essential, so these three technologies are complementary.

Our second objective is a challenge of notoriety. Orange Business is perfectly identified in France for telephony, connectivity or even VPNs... Positioning ourselves as a strong Cloud player is essential to reinforce our credibility as an advisor to our customers.

More generally, we accompany and support them in the changes they implement within their structure. It is therefore important for us that they know that our teams are there to help them in this transition, which is not easy.

The results

This tool allows Orange Business to display an innovative, original and effective commercial approach. Thanks to this tool, it is possible to start a discussion via digital and then to meet with them from a consulting perspective. Our teams appreciate this way of getting in touch with customers and customers appreciate it as much.

The LeadSeed platform gives our sales people a much better ability to cover their rather large customer portfolio. It also allows them to respond to a need as soon as it arises.

The LeadSeed team was very responsive in supporting us in this new approach as well as in the implementation and integration of this new tool with our own web and CRM systems, not to mention the certification. The validation of security processes is mandatory since we handle customer data. That is why it was important to be able to certify, technically and from a security point of view, the LeadSeed platform as complying with best practices in data governance.

This ensures that Orange Business is compliant with regulations and is transparent to its customers.

The post Orange Business appeared first on LeadSeed - Conversation as a Platform.

Case Study

Description

Hewlett Packard Enterprise (HPE) is a US based global, edge-to-cloud Platform-as-a-Service company that helps organizations accelerate outcomes by unlocking value from all of their data, everywhere. Built on decades of reimagining the future and innovating to advance the way people live and work, HPE delivers unique, open and intelligent technology solutions delivered as a service – spanning Compute, Storage, Software, Intelligent Edge, High Performance Computing and Mission Critical Solutions.

We use LeadSeed as an online tool with our service providers regularly. It aides us as a guided sales conversation and an easy way to create initial business plans with them to drive growth. From a simple 15 minutes conversation and discussion of the relevant solutions required by the service provider, we are able to support the growth of the Service Provider's business and identify opportunities for projects and initiatives that we could jointly undertake.

Objectives

At HPE, we have an unwavering commitment to our channel partners, so engaging regularly and meaningfully with Service Providers is a priority.

In order to personalise the journey for HPE Partner Ready Service Providers, and optimize their experience working with HPE, it was important we utilised LeadSeed to further our ability to start a digitally guided sales conversations with them.

Indeed, HPE's value lies in their unique proposition to their service providers in terms of being able to build and operate their service business but also to have solutions that support their optimal growth and profitability.

The results & feedback

Leadseed has delivered significant results for HPE, such as the ability to relay a bespoke value proposition to each service provider, provide minimal training for extended sales teams, and combine traditional lead generation methods such as telemarketing, lead follow-up and even lead closure on the same platform.

Partners are at the heart of HPE, and the use of LeadSeed enables us to continue to be agile and easy for our partners to work with. In terms of results, they are unquestionably successful. Today our service providers, thanks to our guided conversations, are witnessing a more than 3-fold increase in leads for partners engaging service providers.

Power & agility define LeadSeed’s tool.

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