Qualified > Case Studies > How Gamma Generated £12 Million in Pipeline with Conversational Marketing

How Gamma Generated £12 Million in Pipeline with Conversational Marketing

Customer Company Size

Large Corporate

Region

Europe

Country

United Kingdom

Product

Qualified
Salesforce CRM
Salesforce Pardot

Tech Stack

Conversational Marketing
Chatbots
Salesforce Integration

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Revenue Growth
Customer Satisfaction
Productivity Improvements

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms
Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Telecommunications
Software

Applicable Functions

Sales & Marketing
Business Operation

Use Cases

Predictive Replenishment

Services

Cloud Planning, Design & Implementation Services
System Integration

About The Customer

Gamma is a B2B telecoms company and the UK’s leading supplier of voice, data, and mobile products and services. Founded in 2003, Gamma has established itself as a prominent player in the high-tech industry, providing reliable communication solutions to businesses. The company serves two main types of customers: direct businesses and channel partners that resell their products and services. Gamma's offerings are designed to help businesses communicate effectively with their customers by providing a range of voice, data, and mobile services. With a focus on innovation and customer satisfaction, Gamma has been at the forefront of adopting new technologies to enhance its service delivery. The company's decision to invest in Conversational Marketing reflects its commitment to staying ahead in the competitive telecoms market by leveraging advanced marketing strategies to engage and convert website visitors into potential leads.

The Challenge

For years, Gamma had been doing marketing and sales the traditional B2B way. Their marketing team invested time and money building up SEO and marketing campaigns which sent qualified traffic to their website. Interested buyers were expected to fill out a form, and upon doing so, the sales team began the chase via phone and email to lock in a meeting time. The process was painful for all parties. The marketing team had to sit on the sidelines and hope that their leads received proper attention, customers were forced down a glacially slow buying process, and sales reps had to put in a lot of work to schedule one meeting. Something needed to change. Gamma initially explored website chatbots to improve the process, but they soon realized they needed something bigger and better than just bots; bots help companies quickly collect information, but they still send customers into the traditional lead queue and follow up process. They needed a platform to identify their most important website visitors and engage them in real-time, personalized sales experiences.

The Solution

When it was time to choose a Conversational Marketing solution, a strong Salesforce integration was paramount. Gamma knew that their new solution needed to seamlessly integrate with Salesforce CRM and Pardot Marketing Automation, since those are at the heart of their organization. These integrations would allow them to leverage existing customer and prospect data and make Conversational Marketing even more effective. Gamma chose Qualified because of its strong integration into Salesforce CRM and Salesforce Pardot as well as its ability to intelligently present human-led and bot-led experiences. Before diving into the application, Gamma met with the Qualified success team and outlined their Conversational Marketing goals: Improve website engagement, accelerate the buying process from lead to Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL), book more sales meetings, and generate more revenue. Gamma connected Qualified with Salesforce Pardot and Salesforce CRM so that they could surface relevant prospect and customer data within the Qualified platform. They then built out the framework for their Conversational Marketing strategy: Present custom experiences based on the customer journey, intelligently route qualified visitors to the right team, prioritize paid website traffic, and leverage bots to scale the program.

Operational Impact

Conversational Marketing has opened the door to more conversations and more pipeline, an accomplishment that both sales and marketing can celebrate.
Gamma's sales team can now engage with high-intent visitors immediately, improving the efficiency of their sales process.
The integration with Salesforce CRM and Pardot allows Gamma to leverage existing customer and prospect data, enhancing the effectiveness of their marketing efforts.
Gamma's use of bots allows them to engage with website visitors around the clock, capturing leads and qualifying visitors more efficiently.
The strategy of prioritizing paid website traffic ensures that high-intent visitors are engaged promptly, increasing the likelihood of conversion.

Quantitative Benefit