How EBQ Helped Parker Technology Nurture Their Marketing Leads
After partnering with EBQ’s appointment-setting team, Parker Technology was able to implement prospecting and nurturing processes for their marketing leads. From there, Parker Technology was able to tap into a new market.
As a result, Parker Technology benefited from:
deals won
opportunities so far
appointments set per month
The Challenge
For over 20 years, Parker Technology (Parker) has provided a flexible solution for parking operators with limited resources to manage inbound customer service calls. They provide a team of professional customer service representatives and a robust software platform specifically tailored to the parking industry.
Initially, Parker saw a large gap between their marketing and sales-qualified leads. They already had a 360˚ digital marketing strategy that leveraged email marketing, social media, and in-person events to attract prospects. However, Parker did not have a process to nurture their leads further before they were ready for a sales call.
“Just because the leads interacted with our website does not mean they’re ready to talk to a salesperson. That’s because it’s around 16-20 times for someone to be touched before they commit,” said Heidi Barber, VP of Marketing at Parker Technology.
Since Parker only has a small sales team, they could not dedicate time to prospecting and following up on leads. They were also looking to tap into a new market: university parking operations. That’s when Parker knew they needed extra help with their sales development.
The Solution
When Parker was looking for a lead generation partner, one of their team members suggested EBQ; they had worked with EBQ in a previous position and enjoyed the results. After reviewing EBQ’s scope of work and billing structure, Parker was drawn to EBQ’s setup and engagement.
After onboarding, Parker Technology and EBQ worked diligently to ensure their messaging aligned.
“EBQ’s SDRs have taken our messaging, talk tracks, and collaterals and really ingested that well to distill it down to prospects. Brittney (EBQ’s SDR) has gotten pretty good traction and has set some really solid appointments. In terms of the support and expertise, she is truly the extension of our sales team — which is amazing,” said Heidi.
Throughout their partnership, Heidi was consistently impressed by how Chris Gandy (Project Manager at EBQ) and Donte Hamilton (Business Consultant at EBQ) were always an email away. Their responsiveness empowered Parker and EBQ to collaborate even more closely to develop a custom lead generation strategy.
This allows for better traction throughout the nurturing process, which enables Parker’s sales team to have even more productive sales meetings.
“Donte has been phenomenal! The sales team can not say enough good things about Brittney (Sales Development Rep at EBQ) and all the awesome things she’s done setting appointments. Chris is great! We’re just really grateful for the EBQ team,” said Heidi.
The Results
Currently, Parker is tapping into the university parking operations landscape. The EBQ team has been able to help them gain visibility within the market.
“It’s so funny. One of our sales reps used to work in the university parking operations field, so he knows a ton of people in the university space. So many times, he’ll say, ‘I’ve been trying to talk to them forever, but EBQ can set a meeting with them! What’s going on?’ And I’ll say, ‘Well, I doubt you’re touching them over 10 times like the EBQ team has,” said Heidi.
From in-person event follow-ups to cold outreach, Heidi feels confident delegating new nurture campaigns to EBQ. She is focused on unifying business data into one single source of truth — allowing for stronger reporting and tracking capabilities. EBQ lends well to that strategy, as they understand the importance of logging each touch point.
“One thing I’ve realized after reviewing EBQ’s meticulous logs is that this is not something I’d like to do in-house. We understand that we don’t have the capabilities in-house to do what EBQ does so naturally,” said Heidi.
Donte has been phenomenal! The sales team can not say enough good things about Brittney (Sales Development Rep at EBQ) and all the awesome things she’s done setting appointments. Chris is great! We’re just really grateful for the EBQ team
Parker Technology x EBQ
Parker Technology was able to tap into a new market with the help of EBQ’s sales development team.
