At Reply, a sales automation and engagement platform, the marketing and sales team is tasked with generating new business for the company.
Since Reply recognized only a small portion of website visitors were converting through their inbound streams, they knew they had an opportunity to convert more traffic and generate more qualified leads for their sales team.
William Oleksiienko, SDR Team Lead at Reply explains, ‘We took inspiration from Guillaume Cabane, former VP of Growth at Drift who has often spoken about ‘the dark funnel’ - the complexities of the buyer journey and the lack of data and insight available on where a prospect is in their journey. We needed to find a way to illuminate the dark funnel. And that’s when we discovered website tracking as a solution’.
William’s team knew that revealing information about their website visitors would present huge potential to generate more sales qualified leads from inbound leads that didn’t convert to MQL.
That’s exactly what Albacross does for Reply’s SDRs. They use the platform to:
- Identify if their website visitors are relevant buyers
- Determine how much buying intent they have
- Optimize their outreach to make it more efficient, targeted and prioritized
Reply now identify 1200 marketing qualified leads and achieve a 20% close rate on opportunities to deals won. They are generating 60% of all their sales opportunities through Albacross which means they get 11.700% ROI from the platform. Thanks to the increase in MQLs identified, Reply have decided to dedicate one SDR, Ivan Torba, to solely prospecting Albacross leads.