Establishing a system to collaborate with sales with the support of a dedicated marketer! ｜Econoha Corporation

Mr. Kumazawa (left) in charge of sales, Mr. Mako (center) in charge of marketing, and Mr. Yanagawa (right), president of Econoha Corporation

Build a system to collaborate with sales with the support of a dedicated marketer!

 

 

 

 

 

Please introduce your company

 

Mr. Yanagawa: Econoha has four group companies that each conduct their own business. Econoha Anets is engaged in product sales (EC site management), web production, and event support; Econoha Career is engaged in temporary staffing and placement, and hotel cleaning contracting; Econoha Sozio is engaged in special cleaning services for hotels and clinics; and Econoha Sky is engaged in nationwide hotel cleaning contracting. Econoha Sojio is a special cleaning service for hotels and clinics, and Econoha Sky is a nationwide hotel cleaning contractor.

Our customers are half general customers who are purchasers of our e-commerce site (BtoC), and half corporate and organizational customers such as hotels, dental clinics, and educational institutions (BtoB). BowNow is mainly used for Annett's Career Sojio's business.

Mr. Kumazawa: As the sales representative, I am in charge of sales of various products of the group.

Ms. Mako: As a marketing manager, I collect, analyze, and organize leads using research and BowNow for the entire group's products. 

 

【Challenges before implementation】Interested in marketing automation. 

 

What challenges did you face before implementing MA? 

【Selection Points】Easy-to-start features and price are key points.

 

What was the deciding factor for you to choose BowNow among the many MA tools available?

 

Ms. Mako：Actually, we chose BowNow when we were considering it, and we only went to the BowNow seminar. I was under the impression that other companies' MA tools were very difficult to set up scenarios and so on. Also, the price was too expensive, and I think BowNow was the only tool that was free to start with. BowNow was well-balanced in terms of simple functions and easy to start with.

【Measures & Effects】Collaborate with sales with the support of a dedicated marketing person.

 

What kind of measures are you currently using BowNow for?

 

Ms. Mako：As a measure to capture new leads, we are using BowNow forms for downloading documents, requesting quotations and inquiry forms to capture leads. In terms of nurturing leads, we register existing leads in the company to BowNow and send out e-mails introducing each product. We have received quite a few inquiries via e-mail, and we feel it is effective.

However, we have also activated and are using the ABM template function of BowNow, but the problem is that there are few leads that move to the manifestation stage under the default conditions. For this reason, we are currently using a method in which I analyze leads with a history of hot actions, compile them in Excel or other formats, and pass them on to sales.

Mr. Kumazawa：The sales team follows up the information compiled by the marketers with phone calls, etc., and we are starting to see results, as we are closing deals with customers who made inquiries through email marketing. However, there are times when a customer who calls me asks, "How did you know I saw that page? I feel that we need to be more creative on the sales side in terms of how we approach customers.

Mr. Yanagikawa：At our company, we have started to establish a system of cooperation with sales by assigning a dedicated marketer. However, my current honest impression is that even with automation tools, it is still impossible to utilize them effectively without human support. I felt that collaboration with sales will only be successful if there is a person who understands marketing, can operate the tools without stress, and can quickly share the information they notice with sales.

【Future Outlook】Strengthen the framework for collaboration between marketing and sales to achieve further results. 

 

What would you like to challenge in the future with BowNow and marketing initiatives?

 

Ms. Mako：The results I feel from using BowNow in my role as a marketer are that communication between the sales and marketing departments has been promoted, we have been able to quantify and visualize projects, and by analyzing the people who access our website, we can understand the needs of our customers, including target groups that we had not expected before. By analyzing the people who access our website, we are able to understand the needs of our customers, including target groups that we had not previously anticipated.

Since we have started to establish a system for internal use, our goal is to create a system where sales staff can log in to BowNow by themselves, enter customer status, and move status. By doing so, we will be able to manage more detailed information for each lead, which will help salespeople to take their own steps and make deals. Ideally, we would like to be able to use BowNow for all sales management.

In addition, it is currently a one-way street from the marketing department to the sales department, but my task is to share the information from the sales department to the marketing department, and to report the results obtained by using the tool to the upper management. From a marketing perspective, I would like to make site proposals and conduct e-mail activities in order to further increase the results obtained by using the tools.

Mr. Kumazawa：The customer information that sales people listen to is a corporate asset that will remain with them for years to come. I understand the importance of storing, sharing, and utilizing this information not only in the minds of individual salespeople, but also in tools such as BowNow. In order to achieve this, I think it is important for salespeople to practice daily input and feedback, and I would like to make it a habit so that I can make good use of the support system of marketing.

 

 

【Customer's Voice】Toward true automation. I see a lot of potential in the future.

 

What do you expect from BowNow in the future and what do you think of Mtame's proposal?

 

Ms. Mako：With Mtame's support, our utilization rate has dramatically increased. We have received very detailed information and support on how to participate in the workshops, and we feel that we should have worked on this earlier. I feel that the tool will be more effective if a dedicated tool manager is assigned to it.

Mr. Kumazawa：In the process of introducing the tools and creating a framework for their use, it was a good opportunity for us to identify issues within the company. In the future, we would like to receive information on how other companies are approaching their leads, so that we can get better results.

Mr. Yanagikawa：As for the company as a whole, I would like to eliminate gutsy sales as much as possible and focus on how to link "prospects" such as the behavior of leads to orders. I believe that this will improve sales efficiency and reduce the mental burden on people. We haven't yet achieved the automation that I had envisioned, but I would like to take things in the right direction by strengthening the system for collaboration between marketing and sales within the company. I see a lot of potential in the future. 

Thank you!