The inbound sales team's capacity at ClearCare was being strained by a large number of live demo requests from under-qualified leads. These were folks who were either not a good fit for ClearCare's solutions or were too early in the buying process. Particularly, leads that were still preparing to open their home care agencies in the coming months. They needed a way to reduce the burden of manual qualification and improve the efficiency of their live demos.
Location: San Francisco, California
Industry: Computer Software
ClearCare is a software platform built to help home-care agencies manage every aspect of their business. For patients with a disease that needs ongoing treatment, there are often multiple healthcare vendors that work with a home care agency to provide effective care. ClearCare's software platform allows a home care agency to coordinate each healthcare vendor on a single platform to optimize operations, manage caregivers and deliver better treatment for each patient.
The inbound sales team's capacity at ClearCare was being strained by a large number of live demo requests from under-qualified leads. These were folks who were either not a good fit for ClearCare's solutions or were too early in the buying process.
We helped ClearCare implement a segmented "Demo Request" workflow on their site, leveraging HubSpot Smart Content and the Wistia integration. A demo request form was implemented to segment leads requesting demos into three segments according to their readiness to purchase:
We used Smart Content on the demo landing page to give the first segment the ability to request a live demo immediately. The
Because the goal was to reduce the volume of unqualified
The majority of
This freed up more of the reps' time to focus on qualifying and tailoring the sales discussion around the more varied needs of agencies that have been in business longer. While this project had some immediate impact, there is ongoing opportunity to continue optimizing the content and flow of the different nurture streams for additional improvement. More quantitative results will be evident with time, but we think ClearCare is off to a pretty good start.
“Our Inbound Sales Reps were spending too much time handling product inquiries from under-qualified leads at startup agencies that were too early in the buyer’s journey. New Breed helped us to segment out these leads and direct them to a Wistia video demo so they could self-educate about ClearCare’s platform before speaking with a rep. The custom implementation of the Wistia integration allowed us to identify the most-qualified leads and trigger an on-screen Call-to-Action to schedule a live demo, based on their viewing behavior and other smart criteria. Now our inbound reps are saving their valuable time to speak with only the most engaged and qualified leads in this relatively high-effort segment, and we can nurture the other leads with relevant content based on their purchase timeline and video engagement.”
Heather Eichman | Director of Product Marketing | ClearCare Online
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