FullFunnel Exceeds Goal By 235% For EdTechnologyFunds

When they initially contacted FullFunnel, EdTechnologyFunds had no formal demand generation strategy, as well as no customer acquisition goals or metrics in place. FullFunnel started with a consulting engagement to establish brand messaging, product positioning, and identify the target persona. Beyond developing a target persona, the FullFunnel team needed to develop a funnel with measurable goals to ensure they could create a stable, scalable, demand generation program. EdTechnologyFunds was also making use of Hubspot, but not to its full potential, making full-scale use and implementation of HubSpot a key prerogative. 

Ensuring the financial productivity of the demand generation program was also a substantial challenge the team faced. The ErateSync platform does not carry a very large annual contract value, meaning efficient demand generation and significant volume would be imperative to a successful program. The team set a very ambitious target at 5  hours per SAL. 

FullFunnel began with defining and testing target personas while implementing outreach on several channels, namely social, phone and email. The initial persona consisted of administrative titles such as superintendents, principals, and the boards of directors. However, this bucket of titles was not very receptive to outreach. The team pivoted to more technical titles such as director of technology, and this caused productivity to skyrocket. 

The team also pivoted its messaging during the course of the pilot engagement. The team chose to focus primarily on EdTechnologyFund’s ERateSync offering, and pitch consulting when it made sense based on the flow of conversation, instead of trying to focus on both offerings simultaneously. To put this into practice, FullFunnel focused on learning more about the prospect’s current process and then mapped out what EdTechnologyFunds could do to help by explaining the risks of relying on antiquated solutions like file cabinets and google drive to store E-rate documentation. Focusing on the risks of old-fashioned management practices and reducing the current headache with filing for E-rate represented a stark contrast from simply pitching the software and consulting services that EdTechnologyFunds offers. This pivot was met with resounding success.

On the pipeline operations side, FullFunnel took over the lead qualification process and held training sessions with the EdTechnologyFunds 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

FullFunnel’s goal was to generate one sales-accepted lead (SAL) for every 5 hours of sales execution time. The team ultimately found proficiency in email and calling during the pilot program, at 2.77 and 5.07 hours per SAL, respectively. Within a month of the beginning of the engagement, the team has been booking meetings below goal at 4 hours per SAL, 20% under the goal of 5. 

In the month of January, Cost per SAL sat at  $166, well below the goal of $392, and the team surpassed their SAL goal by 235%, indicating tremendous efficiency at the top of the funnel. This trend has continued into February, with CPSAL remaining fairly consistent at $172, as the team surpassed goal again with room to spare. Over the course of the entire engagement, the team has seen outstanding connect rates and conversion rates of 11.1% and 7.1% on the phones, and aggregate email open rates upwards of 45%. 

Within only a few months, the FullFunnel team has created a scalable, efficient, demand generation program. 

• Target audience, pain points, and optimal outreach channels identified
• Enhanced data visibility, segmentation, and attribution
• Proficiency at the top of the sales funnel