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Increased lead generation and sales at Lerta

Lerta is an energy-related company founded in 2015 that supports B2B companies, the public sector and energy businesses in the effective management and optimization of renewable energy production and consumption, thanks to its proprietary IoT technology. Lerta is consistently implementing its vision of a Virtual Power Plant, which automatically adjusts energy supply and demand, and managing distributed generation sources and energy consumption in buildings, factories and households.

Challenge

Lerta initially focused on selling solutions to large energy groups. In 2019, it implemented services for SMEs and hired one salesperson for this purpose. However, it was difficult for the company to assess the salesperson’s effectiveness due to the small number of newly acquired leads — the company never had a person responsible for lead generation activities before. The challenge was to provide the salesperson with enough quality leads so that he would have something to work on and sales in the company would increase. It was necessary to take the right actions in the area of ​​marketing and sales and to time-coordinate everything.

Solution

Casbeg’s first step in the cooperation with Lerta was the sales conversation audit. Thanks to the conclusions and recommendations, the current salesperson improved the effectiveness of sales talks. At the same time, we started the implementation of a marketing plan, which included prioritizing actions that bring noticeable results in a short time. To this end, we prepared a landing page dedicated to the selected service — we developed the content and set up Google Analytics.

In order to gain valuable traffic to the web, we launched a two-channel campaign: an interest-targeted Facebook Ads campaign and a Google campaign. We also created remarketing campaigns in both channels to boost conversions. At the same time, we carried out the second stage of recruitment for the company, which allowed us to accurately verify the experience and sales skills of candidates and hire two new sales representatives.

Result

A PLN 1000 monthly budget for each channel allowed us to generate over 100 leads in 3 months, and the conversion increased by 350% comparing the results from the moment of the Landing Page’s creation till now. The implementation of the sales conversation audit results translated to an increase in sales. A large number of generated leads, in addition to the cash flow resulting from the signed contracts, also allowed for refining the sales process and onboarding new sales representatives. The company not only gained a better picture of who its current customers are but also learned about the effectiveness and costs of acquiring them in two marketing channels.

Entering the broad B2B market, we were overwhlemed by the number of challenges – recruiting salespeople, desgining cooperation rules and ensuring the right number of leads. At the time of cooperation with Casbeg, we had no marketing, which forced the salesman to look for leads on his own. It was also difficult to determine the status of sales opportunities by a chaotically managed CRM. Casbeg experts helped us design the process of obtaining leads from inbound and improve outbound activities. In addition, we migrated sales management to a new CRM, and Casbeg helped us increase our sales team and implement their operating and reporting rules. I can safely say that without Casbeg’s help we wouldn’t have implemented such an efficient process that generates an incomparably larger number of leads and sales. I strongly recommend working with this team!

Borys Tomala, CEO at Lerta

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