ServiceTitan won the interest of companies in the residential contracting industry
Posted: Sun Jan 05, 2025 8:40 am
They were attracting site visitors through branded keyword searches, but the volume and quality of their organic traffic was still trailing, suggesting that their content and keyword strategy wasn’t geared to help prospects find their product in relation to persona-specific search queries and challenges. They had an active blog, but were missing top-of-funnel content to organically draw leads to their site and provide value without being too product-centric at this critical first step in the buyer's journey. Additionally, they lacked insight into how lead and customer generation was tied to specific topics and content assets.
While brand recognition was drawing site visits and inspiring visitors vnpay database to convert on demo request forms, their sales team was overwhelmed with too many requests to respond to in a timely manner. Without adequate marketing automation tools and nurture sequences in place, sales reps were ultimately responsible for managing too much of the buyer’s journey. They were left to educate, nurture and qualify leads in addition to establishing first contact and driving a bottom-of-funnel sales conversation. Consequently, their sales funnel was experiencing a bottleneck. Furthermore, contacts that had requested a demo weren't being properly educated and primed for a sales conversation, so the follow-through rate on demo requests wasn't in line with the volume of meetings booked. Of the contacts who attended a sales meeting, too many were disengaging due to a lack of relevant post-call engagement opportunities.
In short, ServiceTitan had a superior product and the attention of their industry, but lacked a reliable marketing-to-sales handoff and persona-driven lead generation, qualification and nurture strategy that aligned with each funnel stage. They enlisted New Breed’s help to automate more of the process and align their marketing and sales efforts in support of more qualified organic traffic, landing page conversions and a smoother marketing-to-sales handoff that freed-up sales reps focus on sales-qualified Leads (SQLs).
While brand recognition was drawing site visits and inspiring visitors vnpay database to convert on demo request forms, their sales team was overwhelmed with too many requests to respond to in a timely manner. Without adequate marketing automation tools and nurture sequences in place, sales reps were ultimately responsible for managing too much of the buyer’s journey. They were left to educate, nurture and qualify leads in addition to establishing first contact and driving a bottom-of-funnel sales conversation. Consequently, their sales funnel was experiencing a bottleneck. Furthermore, contacts that had requested a demo weren't being properly educated and primed for a sales conversation, so the follow-through rate on demo requests wasn't in line with the volume of meetings booked. Of the contacts who attended a sales meeting, too many were disengaging due to a lack of relevant post-call engagement opportunities.
In short, ServiceTitan had a superior product and the attention of their industry, but lacked a reliable marketing-to-sales handoff and persona-driven lead generation, qualification and nurture strategy that aligned with each funnel stage. They enlisted New Breed’s help to automate more of the process and align their marketing and sales efforts in support of more qualified organic traffic, landing page conversions and a smoother marketing-to-sales handoff that freed-up sales reps focus on sales-qualified Leads (SQLs).