29% of business negotiations come from dormant customers! This case study introduces how we created high-probability business negotiations from a stagnant list using webinars and marketing automation, increasing the number of deals by 3.6 times.
In many companies, a significant number of business cards and leads obtained from past exhibitions and the web remain in a "dormant state" due to a lack of follow-up. However, data from Shannon indicates that approximately 29% of business negotiations arise from re-engaging dormant leads that have been inactive for over a year. This document introduces a method to efficiently generate business negotiations for dormant customers, who are stagnating due to "timing and budget barriers," by combining unique data centralized management with a webinar strategy. We fully visualize the "indirect effects" of nurturing from the initial contact and automate a "three-stage segmented email" to maximize customer acquisition while minimizing unsubscribes. By extracting real customer challenges from surveys and providing sales with a hot list enriched with "specific behavioral history" rather than just scores, we have increased the number of cases from dormant customers by up to 3.6 times. Furthermore, Shannon has extensive experience and know-how in supporting webinar utilization, ensuring a smooth start and successful outcomes even for first-time webinar initiatives, providing a reliable system for achieving results.
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basic information
- Centralized data management function: Visually integrates everything from the initial contact (such as acquiring business cards) to "indirect effects" like newsletter clicks and webinar views, effectively preventing opportunity loss. - Webinar separation strategy design: Separates "interest webinars" that provide helpful information from "product webinars" that introduce products. Strengthens guidance by steps and increases participation in product webinars by 185%. - Three-tier segmented email distribution: In addition to mass-distributed newsletters, sends three targeted, standalone, and last-minute emails focused on specific behaviors of the target audience, such as "Web access within the last year" and "Landing page visit history." This helps suppress unsubscribe rates. - Issue-linked survey function: Collects information on "useful content and current challenges" instead of just "satisfaction," linking it to webinar planning that directly addresses customer concerns. - Sales collaboration (rich data output): Creates a hot list with "specific behavioral history" such as viewing time and pages visited, rather than just score notifications, and transfers it in a timely manner to align with sales meeting schedules.
Price information
- Entry Plan: 30,000 yen per month (excluding tax) - Digital Plan: 60,000 yen per month (excluding tax) - Standard Plan: 120,000 yen per month (excluding tax) - Enterprise Plan: 300,000 yen per month (excluding tax) *Initial cost: from 100,000 yen
Delivery Time
Applications/Examples of results
- [Use Case 1] Strengthening follow-up after exhibitions and web presentations: We will nurture a large number of business cards (dormant list) that did not convert into business discussions immediately after the event, guiding them to webinars in the medium to long term and rediscovering them at the optimal timing. - [Use Case 2] Expanding recognition and stimulating demand for new products and services: We will approach existing house leads using "interest webinars" as a hook to uncover the latent needs for our products. - [Achievement 1] Participation in product webinars increased by 185%: By implementing a process that combines thank-you emails, pop-ups for missed broadcasts, and segmented emails, we dramatically improved the gathering of potential customers considering our products. - [Achievement 2] The number of deals increased by 3.6 times after sales collaboration: By sharing a hot list enriched with customer attributes and behavioral history in line with the timing of sales meetings (twice a month, for example), we encouraged immediate action from the sales team and dramatically improved the number of visits.
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Company information
Our company is a global company in "marketing automation." We provide marketing cloud, CMS, and ad technology, as well as planning, development, and sales of solutions. Additionally, we offer consulting and outsourcing services related to marketing, CMS, and ad technology.
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