By BtoB Leaders Editorial Team | Jan 4, 2024 | | ABM & LeadGen – Business Case, Data and AI – Business Case
This Business Case from the latest BtoB Summit documents the collaboration between Lundi Matin, a publisher of point-of-sale digitization software, and Magileads, a unified digital and omnichannel prospecting platform. BtoB Leaders invites you to revisit this presentation, which explores the challenges of acquisition and retention in the B2B sector.
Magileads x Lundi Matin in brief:
Lundi Matin is a Montpellier-based company founded in 2007 that offers point-of-sale digitization software to help retailers (clothing, food shops, etc.) optimize the customer journey. The company, which now has around fifty employees, recently completed a €5 million funding round. Lundi Matin was represented by Loïc Bavencoff, Marketing and Sales Director.
Magileads is the first unified digital and omnichannel prospecting platform that provides sales teams with qualified leads. Founded in 2017, the company offers a database of 15 million B2B contacts, tools for automating email campaigns, LinkedIn, retargeting, SMS and VMS, real-time analysis and visualization of prospect engagement by interaction level, etc.
Magileads was represented by Christian Martineau, Head of Global Account & Channel EMEA.
#1 Initial situation: how did Lundi Matin find its prospects?
Lundi Matin had a team of sales representatives and sales assistants. " Our salespeople were working with a good CRM, but a sparse CRM, with information that was more or less outdated, and the sales staff turnover we all know about ," admits Loïc Bavencoff. Sales efforts were therefore essentially manual, without omnichannel toolsIt, based on cold calling with a sparsely populated database. " 's inevitably difficult and tedious, both for the salesperson and the prospect, often resulting in low conversion rates ."
Recognizing the lack of tools, quality data, and long-term strategy, Lundi Matin decided to partner with an expert capable of supporting the company and helping it grow. " We needed a team with expertise in customer acquisition and retention, who understood our history and ambitions, who could offer constructive proposals and challenge our assumptions, who could provide us with data, and who possessed multi-channel expertise ," explains Lundi Matin's Marketing and Sales Director.
Magileads ticked all these boxes, with the added bonus of a sense of proximity and advice.
#2 The Lundi Matin x Magileads collaboration
“ We first decided to stop being a ‘Swiss Army knife’ and specialize .” Loïc Bavencoff built a structured team with sales representatives organized by company size or industry segment. He also appointed partner managers to target the right partners and convert them into clients. Finally, he implemented a Customer Success department to foster loyalty and ensure upselling. “ Because the company has a holistic approach to the customer, Magileads contributed significantly to this structuring ,” explains Loïc Bavencoff. This organization also allowed for a clear definition of everyone’s responsibilities.
- responsibilitystrategic support;
- Magileads allows Lundi Matin to launch email campaigns, telephone campaigns, SMS, voicemail, etc.
- Magileads allows for an "omnichannel" approach. " You can start with an initial contact on LinkedIn, then follow up with a more personalized approach via email based on feedback on LinkedIn, etc."
- Magileads and Lundi Matin are committed to a Test & Learn. " This is, for example, what allowed us to launch voicemail campaigns when we were relatively reluctant to do so. It turned out that this type of campaign works very well on very small business targets," continues Loïc Bavencoff.
- Magileads is often invited to the Monday Morning Steering Committee " to promote best practices in acquisition and retention".
#3 What were the results?
The first result cited by Loïc Bavencoff concerns the collaborative mindset fostered by this experience. " We now work in multi-team groups with a high degree of cross-functionality ," he explained. Furthermore, Magileads provided Lundi Matin with the resources to test new approaches to assess the effectiveness of each strategy and streamline decision-making.
More specifically, out of 24,000 identified SME targets (previously determined through a defined Personae), Lundi Matin obtained 132 positive responses ' artificial intelligence engine Magileads with an appointment rate of 67% and 22 sales (conversion of 25%) over a period of 6 months.
“ With this layer of verbatim and behavioral intelligence, we can get the identified lead into the hands of the salesperson as quickly as possible ,” explains Loïc Bavencoff. Christian Martineau adds, “ We’ve created journeys that combine email, LinkedIn, SMS, and VMS, with the ability to switch between channels, which has generated a significant number of positive responses .”
#4 What are the prospects?
Lundi Matin wants to take this collaboration further. " We want to work with Magileads with a stronger focus on major accounts ," summarizes Loïc Bavencoff. There are also plans to work on new channels, refine follow-up strategies to improve conversion rates, and accelerate the process. " We'll be able to implement customer surveys, event invitations, and customer loyalty programs to take things even further, " concludes Christian Martineau.
—————————
Magileads is a prospecting automation software that allows you to easily manage all the complex aspects of your marketing processes.
Try Magileads free for 14 days. Click here.
Or book a demo to see how it works. Click here.
