About the company
Unifi’s Data as a Service platform has rapidly become the go-to tool of choice for business analysts at Global 2000 companies including AT Kearney, Boston Biomedical and Disney.
Unifi needed their sales team be both more effective and more efficient. This meant improving the ratio of initial calls that moved to demo stage and keeping the sales team focused on selling.
Insource or outsource?
Unifi weighed the trade-offs carefully. Would communication with an outsourced team be a challenge? Can we depend on an outsourced vendor to represent us seamlessly?
Understanding customer use cases
- Pain points to position a new kind of software was job one. We used research and a lot of testing to iterate to a core set of messaging themes that consistently delivered qualified opportunities for Unifi.
- Testing revealed the optimal combination of direct segmented email, event marketing and LinkedIn campaigns.
A Qualified opportunity for Unifi is an engaged prospect at a qualified account who demonstrates Desire, Need and Authority to buy and agrees to a demo.