Aircall, a call center tech provider, wanted to improve its cadence management and conversion rates, hoping to optimize its ability to better reach its ICP and potential enterprise accounts.
The company sought to improve its cadence management by using a sales engagement platform to optimize its SDRs’ ability to interact with its inbound and outbound accounts, properly measure success and determine which accounts were active or overlooked. Aircall’s goal was to increase conversion and success rates, hoping to expand their outreach campaigns to drive further sales by improving their cadence management.
Aircall wanted its SDRs to focus on higher-quality outreach for its ICP campaigns, making sure their current and prospective qualified dollar targets and revenue targets would convert into customers. They wanted to provide their target accounts with a consistent personal customer experience when they use their call service.
Aircall needed its cadences to help their SDRs maintain consistent messaging across all of their interactions, ensuring these generated leads would convert into sales.
“The biggest way we use cadence is really just to make sure that every customer has the same customer experience,” said Bryan Elsesser, Senior Director of Sales Development at Aircall, in an interview with Demand Gen Report. “No matter if they're an inbound and outbound, if they're a self-prospecting or a warm lead. It doesn't matter. We want every person to feel like they had the same kind of customer experience.”
To accomplish this, Aircall used SalesLoft’s platform to improve the accuracy of their personalized call center solution’s data and outreach.
“We realized very quickly how hard sales can be in terms of making sure you have follow-up and making sure that you're getting the right touchpoints across each and every step of the way,” Elsesser explained.
“We measure success on our cadences and our outreach based on the amount of pipeline that we're opening,” said Elsesser. “Large pipeline opening is completely indicative of our success in a campaign. We can then dig deeper into that, get more abstract and take a look at everything from phone calls, to emails, to social touches, the number of touches, number of contacts added and the number of accounts being worked at any one time and we can assumptions based upon the historical data.”
By identifying touchpoints via historical data, Aircall’s SDRs can tailor their content to individual accounts, personalizing their outreach calls to drive more conversions.
Tracking conversion rates was important to helping Aircall’s SDRs understand which cadences are functioning properly and which needed to be improved. Their sales, demand gen and marketing teams would measure account engagement, analyze click-through rates, open rates and reply rates to generate leads, and proof their data before and after it got into their hands, resulting in higher conversions rates.
“I have a lead ops person that is a SalesLoft admin, as well as the Salesforce admin working together,” Elsesser explained. “She pulls custom reporting and then coordinates the two data sets into a custom Excel sheet and Google sheets. There are insights that she gets from SalesLoft that she doesn’t get in Salesforce that help us measure our engagement.”
Aircall has generated more pipeline, improved its SDR’s cadence management and conversion rates due to the cross-functional network of teams measuring and analyzing account data. By using SalesLoft’s technology, Aircall has also helped its SDRs, sales, marketing and demand gen teams to better understand their ICP through industry insights and account data analysis through internal collaboration.
“I think it’s the cross-functional collaboration between not only marketing, but revenue operations that allowed us to really dig in and define that, and then build out strategies to prove out what that ICP really was,” Elsesser stated. “Fast forward 10 months, not only do we know who our ICP is, but we’re getting down to a science exactly how quickly we can get in touch with the right people. That’s a testament to teamwork at its best.”