This article was originally published on MarTech Review by Infer customer Lauren Licata, Vice President of Marketing at Belly.
Lessons on How Belly Retooled its MarTech Systems and Processes to Increase Leads by 125% and Close Rates by 30%
Belly is a high-growth company based in Chicago. It was founded in 2011 as a technology company focused on enhancing customer loyalty for small and medium-sized businesses, like coffee shops, retailers and dry cleaners. Belly has helped over 10,000 businesses serve loyalty rewards programs to about 8 million consumers with its iPad and mobile-based solutions. It’s a “two-sided” network that serves both businesses and consumers (those businesses’ Members).
Belly landed its initial customers with outside sales and “feet on the street.” By 2014, Belly had gained a significant market presence, and shifted from a dominant outside sales team to a dominant inside sales team. We de-emphasized cold calls, and invested heavily in Web-based leads for this transition. We found that customer acquisition costs were 30% lower with inside sales than outside sales, and that inside sales were more willing to properly use CRM (Salesforce), giving Marketing more control. However, the shift to inside sales required that we retool our marketing and sales systems to optimize the sales process.