One clear benefit of increased engagement is reducing the length of the sales cycle. Nicholson can track these benchmarks thanks to Sendoso’s integrated analytics reporting through Salesforce and Salesloft.
Small-to-medium-sized businesses tend to close deals with MachiningCloud in about 14 days. However, enterprise clients can average 114 – 143 days to close deals. With such a long sales cycle, direct mail campaigns both keep prospective customers engaged and shorten the sales cycle.
For example, MachiningCloud has found that their engagements have resulted in a faster response time, going from 3.6 days to 2.3. Nicholson is aiming for less than two days.
Not only has engagement increased, but so too have sales.
Approximately 71% of MachiningCloud’s sales include a touchpoint using Sendoso. What’s more, the company went from generating $1 million per year in e-commerce revenue to $3 million per month.
Of course, it takes a concerted effort to shorten the sales cycle and grow revenue.
“I don’t think you can just engage with coffee on day one and expect that $5 coffee is going to close the deal right away,” added Nicholson. “But if you’re smart about how you engage those users, you can cut your timeframe down significantly.”