How GCC realised 80% increase in their website conversion rates

GCC is a facilities management company that specialises in commercial contract cleaning and has been doing so nationwide since 1975. With over 2000 clients from various business sectors, all of whom receive tailor-made cleaning services, communication between GCC and its clientele is essential to its success.

What did GCC need?

Before Spotler, GCC was dependent on outbound cold calling to generate leads. Using Sage CRM, relevant contact lists were generated before being sent to their telesales department, but other than that and company brochures, little marketing was being done.

So their marketing manager, Fiona, started using the American-based email system – SwiftPage – to generate new email leads. By sending an introductory email before a follow-up call, whether or not the leads interacted with the email, GCC saw their appointment ratio and data cleansing improve.

The problem was that it soon became clear that the email system Fiona had been using to generate email leads was not intuitive. Its user interface was too complicated, and made GCC’s marketing attempts less than easy.

The company needed something that could integrate well with Sage CRM but still generate leads for them to contact in an easy-to-access medium. The solution to their problems also needed to cater to the different buying patterns of different prospects and connect the marketing and sales workforce for more effective results.

What led GCC to Spotler?

After three years, Fiona and her team started to look into different email marketing software providers that could integrate well with Sage CRM. Although they tried using an email platform – and received strong feedback from prospects – the interface still wasn’t up to scratch.

The company wanted to keep its connection to Sage CRM, and, at the time, Spotler was the only platform that could fully integrate with it. Not only that, but they were a UK-based company, ensuring that the support and services provided were located nearby. With one place to manage all marketing and sales data, Spotler also allowed them to make their marketing and lead generation strategy smarter for the sales team.

What impact has Spotler had?

With seamless integration, GCC benefited from all aspects of Spotler’s fully integrated digital marketing platform. With sales and marketing a far more effective beast, GCC could cut down its team and increase its lead conversions from calls to appointments by 80%. This is mainly due to sales and marketing being able to work together on qualified opportunities.

Now, thanks to Spotler’s lead scoring mechanism, GCC can make better use of their telesales time, making much better use of an expensive resource. They are no longer working with only cold leads but also warm (engaged but not ready to buy) and hot (seeking an appointment) contacts within their campaigns.

Using dynamic content to segment their email messages and workflows, as well as social and PPC campaigns, GCC can now nurture opportunities. This means they’ve been able to combine sales and marketing into one department and work together in one continuous funnel.