The Company
40 years connecting loyalty programs to local restaurants.
In operation for almost 40 years, the client has been committed to enhancing the restaurant industry for both businesses and consumers by combining financial technology, loyalty rewards, and capital funding. By partnering with the country's leading loyalty brands across restaurant, airline, hotel, and retail — with a combined customer base of more than 20 million members — the client provides card-linked offers that drive full-price consumers to restaurants.
The Challenge
A pandemic forced a pivot from field sales to inbound.
At the time of the engagement, COVID-19 had profoundly impacted the restaurant industry, prompting the client to stop charging clients for marketing services and instead run webinars on weathering the pandemic and applying for PPP loans. This built a network of 12,000 restaurants, with a goal of reaching 50,000. To get there, the client needed to pivot from a mostly field-sales operation to an inbound strategy built around SDR functions working leads from digital advertising, organic traffic, direct mail, and email.
The Approach
Two dedicated SDRs, fully embedded in the funnel.
FullFunnel's fully managed staffing service provided two full-time SDRs to support the company's field sales team.
Priority 1
Multi-segment follow-up
Following up with inbound leads across three segments: Direct Mailer Leads, Hot Inbounds, and Resource Downloads.
Priority 2
Lead qualification
Qualifying leads based on criteria provided by the client's team.
Priority 3
Meeting setting & handoff
Setting up qualified meetings for Account Executives, with notes to help them understand each prospect's needs.
Priority 4
Pipeline tracking
Following the progress of leads passed to AEs to ensure they flowed through the funnel at expected conversion rates.