How EBQ Increased WebLink’s Sales Pipeline By 500%
Before working with EBQ, Weblink needed to expand their sales team to increase their market share within its industry. As a result of their partnership, Weblink saw:
In Their Sales Pipeline
In Weblink’s Sales Process
The Challenge
WebLink International (WebLink) is a leading provider of online software for membership-based organizations, such as chambers of commerce and business associations. They provide back-office systems and help organizations monetize their websites through advertising and sponsorship opportunities.
To grow their company and capture more market share, WebLink expanded their sales team and rebranded the company. WebLink then hired Mike Bryan as their Vice President of Marketing to facilitate the changes.
From the beginning, Mike knew growing their sales team meant evolving the organization’s lead generation efforts. He knew he needed to leverage an omnichannel approach to market the organization’s new rebrand launch.
Mike then decided to implement an outbound calling program to promote the rebrand and drum up new leads. WebLink targets mid-market organizations, which often respond best to personal phone calls.
Since WebLink was already working with another lead generation firm, Mike decided to hire a separate firm and select the winner through a performance-based evaluation.
The Solution
After careful consolidation, Mike selected EBQ as the other appointment-setting firm. From there, he divided a sales prospect list between EBQ and the incumbent firm.
It took EBQ only a few weeks to produce 4x more quality appointments than their competitors. Additionally, EBQ received positive feedback from WebLink’s sales team on the quality of sales appointments, lead viscosity, and the general level of excitement and interest shown by their prospects.
“It was an easy decision to then assign all our lead generation business to EBQ. They outperformed the incumbent (lead generation firm) in every method of measurement,” said Mike.
The Results
By the next year, EBQ enabled WebLink’s sales pipeline to increase by 5x. They also shortened WebLink’s overall sales process by 63% — averaging 5 to 6 months from awareness to conversion.
“The big advantage of the EBQ’s approach is the accessibility of data. Typically, most vendors hide everything but email leads, and at the end of the program, there are no analytics, notes, or real-time, actionable information,” said Mike.
On top of their lead generation success, WebLink gained additional insight into their market based on EBQ’s outbound calls. Through EBQ’s call notes and productivity data, WebLink could now test out new sales messaging.
WebLink International has since been rebranded as MemberClicks by Personify.
EBQ’s market intelligence gives WebLink a huge advantage. Based on the information I get from campaigns, what I’m doing now is different from when I first launched the program. Today, we’re doing micro-campaigns based on competitive messaging or market segments we’re targeting. The data continues to get richer, which allows us to become more productive and successful.
Weblink x EBQ
Find out how EBQ expanded WebLink’s sales pipeline by 500% with this case study.