EBQ enables PAR Systems to penetrate both their established customer base and new prospects by using our Appointment Setting and Data services.
For over 60 years, PAR Systems has been a leading manufacturing solutions provider. Their leadership team had recently built a new commercial team of account executives to re-engage their existing customer base. They started looking to dig deeper into those relationships to see if there were any additional opportunities for those accounts.
Aside from proactively identifying further opportunities with their existing customers, PAR Systems also wanted to break into some new target accounts. To help their account executives work productively toward both these goals, they needed to add an SDR role to their team to increase efficiency and were looking for a cost-effective way to do so.
During this time, PAR Systems had also just started a new Salesforce instance but found their old database to be disorganized. They wanted to ensure their customer and prospect data was clean when brought into the new CRM.
PAR Systems had worked with and looked into other lead generation vendors in the past, but they found that those vendors either couldn't provide sufficiently qualified leads or couldn't meet the security requirements of their highly regulated industry. That’s when Amber Roberson — Chief Commercial Officer at PAR Systems — asked her network for recommendations. One of her friends referred her to EBQ.
PAR Systems brought on 4 Sales Development Reps from EBQ to initiate conversations with their existing install base and start pursuing new target accounts.
EBQ’s Data team scrubbed their contact lists to ensure they were clean before migrating it to Salesforce. Then, EBQ’s SDRs were able to use that clean data to call on those accounts and build out additional contacts through their outreach.
“Being able to get a deeper understanding of our customers and creating heat maps of their influencers is important to getting that database built up. Otherwise, we'd only know who we’ve worked with. We don’t know who their colleagues are, or the next few layers. That’s always been important for us, especially for our enterprise accounts,” said Roberson.
EBQ’s SDR team has been able to maintain PAR System’s goal of 5 appointments set per month, and the team collaborates to adjust their strategy when outcomes are less than expected. Meanwhile, PAR Systems can continue to build a growing number of meaningful relationships with the right people.
“I think we’ve got great communication. We have our monthly touchpoints, and there’s good follow-up. They’re constantly looking for feedback as we’re honing in our messaging. We get to experiment really quickly and pivot for results,” said Roberson.
Through their partnership with EBQ, PAR System was able to build a demand generation engine without having to hire internally and can use their account executive team more efficiently.
With the help of EBQ’s SDR team, the AE team is able to spend their time nurturing more qualified customers and target accounts. PAR Systems can now focus on being proactive about re-engaging their current customer base and bringing their solutions back to forethought.
“EBQ was able to have more meaningful conversations with the right customer. It would have taken us a lot longer to be able to get there, but by leveraging EBQ, we’re building up our pipeline. More importantly, we’re building up our relationships with customers that we haven’t tapped into for a long time. We can plug EBQ in really easily and seamlessly to find those customers,” said Roberson.
With their particularly long sales cycles, PAR Systems is currently monitoring how many of EBQ’s qualified leads lead to a sale. That said, Roberson is optimistic about our partnership.
“I think EBQ will have a spot in our organization for the foreseeable future, really filling that void, and being able to move quickly,” said Roberson.
EBQ was able to have more meaningful conversations with the right customer. It would have taken us a lot longer to be able to get there, but by leveraging EBQ, we’re building up our pipeline.