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Case Study

Triblio’s Better Buying Experience Increases Conversion Rates

Triblio faced challenges around the lack of data available to sales reps, which led to lost deals and prevented management from effectively coaching its sellers. By implementing Salesloft, Triblio gained a data-driven approach that provided the insight reps needed to personalize their prospecting efforts. With Salesloft, Triblio increased conversion rates, helped reps gain confidence, and provided customers with a better buying experience. 

Who Is Triblio?

Based near Washington D.C., Triblio provides account based marketing (ABM) software to generate demand and engagement from target accounts. With Triblio, marketers can target accounts using multiple channels just like marketing automation, and dynamically customize messaging, content, and calls-to-action by persona and account. Account-targeted campaigns produce extraordinary results, whether it’s acquiring new customers or expanding relationships with existing ones.

 

Challenge: Inadequate Data Leads To Missed Opportunities

Today’s buyer is more informed than ever before. So, sellers need to differentiate themselves from the competition by using a data-driven approach and addressing specific needs with tailored content. Shawn Cook, Chief Sales Officer for Triblio, summarized the situation perfectly, “If you don’t have data, if you don’t have insight, then hope is your strategy… and hope is not a strategy.”

Triblio faced many challenges centered around the lack of data available to sales reps. Inadequate data lead to lost deals, breaks in communication, and quality leads falling through the cracks. Reps didn’t know where to spend their time.

Shawn needed the ability to coach his team on data-proven cadences to help reps personalize at scale. His goal was to create a better buying experience for the customer. 

Triblio

Solution: The Right Insights Help Reps Create Customized, Personal Buying Experiences

Buyers understand the number of solutions on the market, so coaching reps to build valuable relationships with a buyer up front is essential. “What [the customer] buys is how they imagine it will make them feel. That means that we need to train our SDRs on the personas, on the roles, on the pains, on the problems, on the situations that a buyer that they’re talking to is going through,” Shawn said.

Salesloft provided data insights that allowed reps to understand a customer’s challenges before picking up the phone. The data enabled the creation of a customized, personal buying experience with content tailored to address specific needs. And with the right data in place, the SDR team was able to focus its efforts where it mattered.

The mark of a high performing team is that they know where to spend their time. Where we spend our time is data-driven. — Shawn Cook, Chief Sales Officer at Triblio

Salesloft gave Triblio the ability to personalize the customer experience and address the needs and pain points of informed buyers.  “A personalized experience is going to outperform a generic experience every single time. What I love about Salesloft is that it gives us the ability to personalize at scale,” said Shawn.

Results: Better Conversion Rates, Confident Reps, and Valued Customers

Since the Salesloft implementation, Shawn and his team saw “a great increase in our conversion rate from stage to stage.” Training reps to identify the various buyer personas so they could better pinpoint pain points and problems the customer faced was crucial to success. A data-driven approach made this possible.

With the Salesloft platform, Shawn and his team were able to provide the type of personalized customer experience at scale that made each customer feel valued. Reps confidently picked up the phone because they had qualified leads, and robust data provided insight into how reps should focus their time and effort, which also led to a decrease in turnover. The move from a competing product to Salesloft’s platform “was really about making it so that we could be more than relevant.”

For me, that’s where Salesloft really helps⁠ — taking our communication plan and actually putting data around it… that tells me that we are moving in the right direction. — Shawn Cook, Chief Sales Officer

With reliable data, sales reps focused their efforts on qualified prospects. Providing personalized content demonstrated a willingness to solve the customer’s needs rather than just selling them a product. One rep increased his average order size by 45%. He did this by incorporating what Shawn coins as “compelevant” (compelling + relevant) materials paired with an emphasis on staying present during the sales cycle.

Want to Learn More?

Don’t have enough visibility into pipeline and deals to forecast accurately? How do you know whether or not you’ll hit your number before it’s too late? How can you prevent deals from slipping through the cracks?  

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