Project Overview:
REX MEDIA worked with SipWell, Belgium’s leading water cooler provider, to optimize their sales pipeline through CRM and marketing automation. As a sales-driven SME with distinct B2B and B2C channels, SipWell needed a structured system to manage high volumes of leads effectively and reduce manual workload.
We digitized the sales workflow, introduced lead scoring, and implemented automated communications between inside and outside sales teams. This streamlined approach led to a 45% reduction in follow-up time on hot leads, significantly boosting efficiency and conversion rates.
Objectives:
- Reduce lead follow-up time and improve responsiveness to high-intent prospects.
- Implement marketing automation to reduce manual tasks and streamline workflows.
- Provide clear visibility on lead origins and campaign ROI to inform marketing spend.
Scope of Work:
- Mapped and digitized the entire sales workflow for inside sales agents.
- Set up CRM tracking for all sales communications (calls, emails).
- Implemented a dynamic sales pipeline to forecast projected revenue.
- Introduced lead scoring based on user behavior and engagement.
- Created automated email follow-ups for unanswered calls.
- Automated coordination between inside and outside sales for meeting prep.
- Personalized outbound communications with relevant sales rep info.
- Managed full marketing operations, including lead generation via social media ads, SEA, influencers, partnerships, and inbound content.
Results:
- -45% decrease in lead follow-up time thanks to marketing automation.
- Full CRM and pipeline visibility improved coordination across sales teams.
- Saved multiple hours per week through automated scheduling and communication.
- Enhanced customer experience with personalized, timely messaging.
- Real-time ROI tracking across marketing channels to optimize budget allocation.
- Increased conversion rates by reaching hot leads while interest was still high.
