Nitro offers digital document solutions for both desktop and cloud (Nitro Cloud). Our revenue model is split between B2B (Enterprise) direct sales and B2C online sales. The dichotomy between channels is defined by the number of licenses a user purchases. Volume license inquiries of 11+ are handled by Nitro’s Enterprise sales team, while customers interested in less than 11 licenses are encouraged to purchase instantly from our e-commerce solution.
Nitro has always had a top-heavy funnel due to the massive volume of free Nitro Pro trials downloaded every month. However, it was difficult to determine whether these inquiries were better suited to purchase Online (<11 licenses for B2C), or if they should speak with our Nitro for Business direct sales team (11+ licenses for B2B)—in other words, it was a challenge to decipher how we should be communicating with each lead. In order to bring more clarity to our communication and revenue strategies, Nitro integrated a predictive lead scoring model into our existing Eloqua framework. This way, new inquiries would be scored based on how closely their implicit behavior resembled the behavior of historic Closed/Won Enterprise opportunities.
By integrating the predictive lead scoring model with Eloqua, we have been able to effectively customize the communications we’re sending to top-of-the-funnel inquiries. With a more personal approach, Nitro is now receiving almost 100 personal replies a day—and they’re slowly increasing. Many responses are questions about the trial and/or product, which present a great opportunity to cut user frustrations off at the pass. Other inquiries are outright sales requests, which are of course directed to a Sales Development Representative for qualification, or to the Online cart for quick and easy purchasing.
Our new demand generation funnel, powered by predictive lead scoring and integrated with Eloqua, has increased sales efficiency and overall sales lead volume. Reps can see a new MQL “at-a-glance,” along with the correlating predictive lead score and Eloqua marketing lead score, and better prioritize the leads to follow-up with. MQLs more suited for the Online channel, or those who are still too early in the sales cycle, are flowed into a Recycle Nurture program which consists of a monthly Online or Enterprise Newsletter.
The personalization of the nurture programs has been a big win for Nitro, and we would not have been successful in its implementation without the predictive lead scoring integration with Eloqua. We’re now able to identify more sales opportunities than ever, and users are letting us know directly about their product and trial problems and questions, allowing our customer service and technical teams to jump in early on in the sales process. Users have been quite enthusiastic about the prompt and personal Nitro replies, which has translated into direct Online purchases of Nitro Pro and the conveyance of the positive messages on to Management for deployment consideration.