Energy performance for complex building portfolios.
Engineers, not salespeople, trying to sell a technical product.
At the time of contacting FullFunnel, Willdan had not yet built a sustainable demand generation program, which was hampering the organization’s ability to scale at a rapid pace. In order to reach the organization’s ambitious revenue goals for 2022, Willdan needed to establish a scalable outbound prospecting strategy supported by best-in-class infrastructure.
Willdan’s Net Energy Optimizer (NEO) product empowers organizations to strike a balance between achieving energy-efficient and cost-effective energy modeling for their buildings (existing or new projects). The online tool predicts building energy performance and provides clients’ stakeholders with accurate data regarding their construction projects to make informed, quick decisions to ensure they maximize both cost savings and energy efficiency. NEO is ideal for small teams with limited budgets, buildings that are in remote areas with limited access to energy experts, and for large teams that are trying to complete projects with short completion schedules or tight budgets. The Willdan team consists primarily of seasoned subject-matter experts and engineers with limited sales experience. Therefore, the team was unsure of how to best approach their target audience and how to keep key stakeholders engaged through every step in the buying process. Willdan approached FullFunnel to improve its pipeline operations process, from deal origination to close.
HubSpot, persona testing, and hands-on pipeline ownership.
FullFunnel began by implementing a Customer Relationship Management (CRM) system and sales enablement tool in order to allow for scaled sales outreach and full data visibility. Within the first week, FullFunnel had implemented HubSpot Sales Professional and trained the Willdan team on usage. Within the first two weeks, FullFunnel’s Sales Analysts began testing outreach strategies across a variety of channels to determine which messaging and channel combination would yield the best results.
FullFunnel tested outreach across multiple personas. After seeing little engagement from Willdan’s assumed primary audience in the engineering and architecture space, FullFunnel pivoted to a new audience and tested new industries. This pivot was immediately successful, leading to a higher connect and conversion rate across outreach channels.
On the pipeline operations side, FullFunnel took over the lead qualification process and held training sessions with the Willdan team in order to create an efficient sales funnel and ensure deals were progressing through with ease.
- Hubspot implementation
- Persona testing
- Phone, email, and social prospecting
- Sales process definition and execution
HubSpot implementation
Within the first week, FullFunnel implemented HubSpot Sales Professional and trained the Willdan team on usage.
Persona testing
Within the first two weeks, FullFunnel's Sales Analysts began testing outreach strategies across channels. After seeing little engagement from Willdan's assumed primary audience in engineering and architecture, FullFunnel pivoted to a new audience and tested new industries — immediately successful, leading to higher connect and conversion rates.
Phone, email & social prospecting
Outreach ran across multiple channels to find where the new audience responded best.
Sales process definition & execution
FullFunnel took over lead qualification and held training sessions with the Willdan team to create an efficient sales funnel and ensure deals progressed with ease.