300%increase

in marketing attributed revenue.

50%increase

in lead conversion rate

2xindustry

standard contract rate

60%increase

in sales pipeline

10month

reduction in sales cycle

The
Background

Republic Services, a $9 billion recycling and waste firm with 14 million customers in 39 states and Puerto Rico, is an industry leader in U.S. recycling and non-hazardous solid waste. Known for the company’s “We’ll handle it from here.™ ” brand promise, customers count on Republic to provide a superior experience while fostering a sustainable Blue Planet™ for future generations to enjoy a cleaner, safer and healthier world.

Challenges

  • No visibility into purchase objections and persona purchase triggers insight from their B2B market
  • No effective strategy in place to nurture leads
  • Lack of process to provide lead follow up in a timely manner

The Solution

Televerde Services

  • Strategic Engagement Planning
  • Buyer Research
  • Content Services
  • Teleservices
  • Data Intelligence
  • Marketing Automation Consulting – Pardot
The Televerde-led research on purchase objections and persona purchase triggers led to a seven-touch email program using Republic Services’ Pardot marketing automation platform – with landing pages, downloadable articles, ebooks and infographics, conceived by Televerde content services.

The concepts, copy and initial design were largely based on past-purchaser primary research and modified by Republic Services brand managers to maintain consistency. The email nurture campaign via Pardot was synched to the company’s Salesforce instance and integrated with inbound and outbound teleservices support by Televerde.

This process ensured that nurtured contacts have a human touch to foster a crisp handoff to sales executives for a conversion from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SALs), and ultimately, a closed/won deal.

The Results

By expanding the marketing reach, Republic Services was able to efficiently engage and qualify prospective customers on their own terms. Focused marketing efforts led to more meaningful and targeted conversations with each key buyer in the purchasing decision.

Republic Services, with the help of Televerde on the creative and campaign strategy, saw the following returns on marketing investment:

 

  • 15% increase in Marketing Qualified Leads (MQLs)
  • 60% increase in pipeline value
  • 300% increase in marketing attributed revenue
  • 50% increase in Sales Accepted Leads (SALs)
  • 50% lead conversion rate
  • 2x industry standard contact rate with objection-handling content and campaign structure
  • Reduced sales cycle from 16 months to 4-6 months

  “It’s great to see this multi-channel approach using new and old channels work together to enhance the customer buyer journey. We’re able to reach new customers that may not have found us. It’s truly the right customer at the right time, thereby driving efficiency in targeting and speed to close.”
– Beth Graham, Vice President of Marketing,
Republic Services

We’ve got a
track record of success