CASE STUDY

Building an Outbound Lead Generation Capability

PROFESSIONAL SERVICES
Union Leasing wanted to develop an outbound lead generation channel to target and engage potential customers. By activating this new channel, Union Leasing planned to speed up the sales process, lower sales costs, and deliver sales-qualified leads to their outside sales team.
RESULTS
+ Generated 50 sales-qualified leads within 90 days

+Developed Union Leasing’s first automated lead nurturing campaign

+ Added more than 1,000 prospects to lead nurturing campaign

CHALLENGE

Establish an inside sales capability and automated lead nurturing process to generate more qualified leads and enable Union Leasing’s outside sales team.

SOLUTION

Symbiont developed a series of sales enablement emails and supporting sales collateral to help Union Leasing better engage potential customers and break into new target accounts.

Armed with the new collateral, Symbiont provided inside sales resources to make outbound follow-up calls to participants of the initial outbound email campaign.

Depending on the prospect’s level of engagement, our inside sales reps qualified leads and handed them off to Union Leasing’s outside sales team or added them to the pilot lead nurturing campaign.

We helped Union Leasing build an automated lead nurturing process from the ground up. We gathered existing marketing content that addressed the prospects’ needs at each stage in the buyer journey.

This allowed Union Leasing to strategically distribute existing marketing content and reach their target buyers more effectively.

“I can’t say enough about the types of relationships they’ve built within our organization - leveraging that experience to make impactful change."

– Kelly Pronek, Senior Director of Corporate Communications & Marketing

We created a series of six emails to distribute targeted content to each prospect in the lead nurturing campaign. Using HubSpot, their marketing automation tool, Union Leasing was able to track each prospect’s interactions with the emails.

Once a prospect’s lead score passed a certain threshold, Union Leasing’s inside sales resources were notified. This made it easier for inside sales representatives to only contact the most qualified sales leads instead of manually contacting and nurturing prospects.

Our deep understanding of how marketing and sales impact lead generation enabled us to optimize the existing sales team’s capabilities and allowed Union Leasing to more effectively engage potential customers and generate more leads.

Union-Logo-horizontal
INDUSTRY

Professional Services

PRODUCTS & SERVICES

Fleet Management Services

WEBSITE
ABOUT

Union Leasing is a nationwide full service fleet management company that leases and manages fleets of vehicles from 20-500 in size. In business since 1955, Union Leasing provides solutions for company fleets to contain costs in many areas.

RESULTS
>
PROSPECTS IDENTIFIED FOR
LEAD NURTURING CAMPAIGN
SALES-QUALIFIED LEADS
GENERATED IN THREE MONTHS
PILOT LEAD NURTURING
CAMPAIGN DEVELOPED

Want to know more?