Azured’s launchpad
for growth

Gaps and blockers

Azured had become over-reliant on referrals. It was difficult to predict where the next deal would come from. Cash flow was unpredictable. The low-hanging fruit had been picked clean.

They were also struggling to sell their Network and Firewall-as-a-Service solutions. The team needed to differentiate and position their business in the market. They had plenty of technology expertise, but not the skills to achieve their sales goals in-house.

Goals

Through consultation, we learned that Azured needed:

A launchpad for sales

Hearing their needs, we put together an affordable package of services. This included:

HubSpot Sales Hub

We advised Azured to sign up for Sales Hub Pro.

This Hub was chosen to best support their outbound prospecting efforts and ambitious requirements for sales automation processes.

Using this Hub, they would be able to track and communicate with contacts using the contact records, integrated with their existing tools, such as email.

Strategic foundations for targeted selling

Azured needed to understand their audience. We took them through our Strategy Foundations service (free DIY version here) to give them that insight.

This included brand positioning, user journey modelling, ideal client profiles and sales personas. We then embedded that learning into the Sales Hub tool suite and provided recommendations for them to implement over time.

Sales enablement process and tools

We helped to transfer Azured’s existing sales process and build new processes in the Sales Hub. Alongside setup and configuration, we supported them with user adoption and training.

Our experts showed them how to prioritise leads, organise GDPR-compliant outbound prospecting, make dashboards, write email sequences and build out contact and deal categorisation.

By the numbers

With half a million pounds (GBP) of potential or closed-won revenue in the deal pipeline, the team at Azured have had massive success. In fact, in Q1 of 2022 alone, they saw:

+80%

increase in traffic

+1200%

increase in leads

790

contacts worked

2560

emails sent

+150%

more meetings

550

calls to prospects

22

new deals

8

closed won deals

Exceeding expectations

At the start of our engagement we set a few ambitious but realistic sales goals, such as three SQLs per month and one closed won deal a quarter. Needless to say, we did not account for the tenacity of Azured’s sales team!

The results showcase the combined power of hard-working, proactive people, HubSpot-enabled automation and clever sales strategies.

A reliable deal pipeline

Azured can now diversify its lead generation away from word-of-mouth. Taking charge of its own sales pipeline, the team taps more sustainable lead sources, such as inbound and well-targeted prospecting.

This ensures a consistent flow of opportunities, regular cash flow and the ability to forecast future revenue.

Empowering the sales team

We gave them the coaching and expertise to align their sales and marketing, personalise their selling and use HubSpot’s account-based sales and prospecting tools.

With the sales sequences and recommendations we provided, Azured has accelerated their ability to contact prospects to an astonishing degree. They’re a small team, but they chose to empower that existing team with automation tools rather than hire more bodies.

Detailed sales reporting

With our help, Azured created multiple dashboards with templated and custom reports, showing the status of web analytics, prospecting and more.

Now, the CEO and management team have reliable data to work from. They can shore up gaps in their processes and attribute wins to the right people.

Marketing-to-sales momentum

Off the back of this sales-focused engagement, we identified an opportunity to grow more traffic and convert leads with content campaigns and gated offers.

These resources will support their sales efforts and establish them as thought leaders in their industry, as well as align their marketing and sales. So, it’s full steam ahead!