Everyone wants to be successful at lead generation, but where do you start? Eric Quanstrom answers this question perfectly: Understand your customers’ journey and map your content plan to it. Your business can only be successful if you receive a steady stream of leads. You need leads to support your inbound marketing strategy, and the more leads you have, the greater the chances of converting them into paying customers. Lead generation will always contribute to the success of your company. You have to constantly think about other strategies to keep the well from drying up.

In marketing, lead generation is the initiation of consumer interests or inquiries about a company’s products or services. Leads can be created for purposes such as creating lists, acquiring e-newsletter lists, or sales leads.

The methods of generating leads have stayed the same over the years. So while you feel like nothing has changed in the lead generation space, says Eric Quanstrom, chief marketing officer at SCIENCE, declares that this couldn’t be further from the truth. This article is quick to read, but it is extremely actionable if you’re thinking about how to approach lead generation or even grow your startup.

Inspired by data-driven decision-making and science-based marketing, CIENCE was founded in 2017. Previously known as Leadware, the company has taken on new leadership that has helped take the company to new heights. CIENCE is one of the fastest growing companies in America today, starting with approximately 1200 employees working for the company full-time.

“We strive to be like the 800 pound gorilla or the best in the business. This is no secret and we have followed it tirelessly over the past few years. But it’s a crowded industry; it’s a crowded room. There are many competitors and we believe that the most effective way to compete is by connecting people and machines and empowering us to control data, ”says Eric Quanstrom.

“We believe that having a sales specialization done properly is the ingredient to drive sales. When it comes to scaling, every operation is really crucial. The way to scale is to lower efficiency through role-based definition. For example, a sales rep will focus on different disciplines throughout the day. Some tasks could include doing internet research, finding prospects, using email and Linkedin to find new leads, cold calling, etc. We think this is wasteful. In our company there are five roles. That’s five people doing one person’s work. Specialization enables us to focus our attention on the task ahead. “

CIENCE receives traffic from paid and organic sources and is able to leverage inbound and outbound leads. CIENCE has now worked in over 200 industries in North America. CIENCE mainly works with B2B companies and is suitable for all industries: service providers, fintech, human resources or manufacturers.

How does CIENCE work? Can you give us an example of the sales cycle?

“Our product is again a machine-driven outbound for your service. So we’re practically like a team of salespeople that you would outsource to bring more leads into your company. We would agree on a specific outcome in the sales cycle and that would be a qualified meeting in most cases. Once that’s done, we would hand the lead over to your sales team and that’s where our journey would end and your sales team would take over with average contract values ​​north of $ 1500 per month.

Every customer is different and the contract is based on the size of the sales team and the expectations of the customer. I’m a big fan of Stephen Covey’s quote, “Start with the end in mind.” Outreach triggers, all of the research that could go into these campaigns for that success. “

How has the market response been so far and how have customers reacted to CIENCE?

“I think the market reaction has been very positive. We landed on Ink 5000, The Financial Times, as one of the fastest growing private companies in America. So I’m sure we’re doing a few things right. But you know, as I mentioned earlier, our aim is to do more, and that’s the main reason I mention this, and hopefully that doesn’t sound too altruistic or navel-looking. We are in what I like to call virtuous business. If we win there are really four wins that will happen. The first win is really for our customers; they are our true north. The second victory happens for our prospects; Believe it or not, they are the customers we represent, the prospects bringing new products or services to market; only then will we win as a company. Ultimately, our employees are also part of this cycle. Because when they achieve something, they create something out of nothing, they create new sales opportunities that did not previously exist within a defined goal. “

Any difficulties that crossed your mind when you started with CIENCE?

“The scale in itself is a major challenge that we had to master. I think especially in a human-run company like our software development department and our tech stack and all the things we do to make our teammates great, you are still dealing with people who are in a very tough Industry. The only thing I want to acknowledge is that we are direct with our business model and reach out to people. Besides, to be honest, we come cold; without prior introduction or recommendation, you will get people frustrated with you, and all of these interactions, some of which are not favorable, are a difficult pill to swallow. This is the only daily fight we’ve got used to, but you will never get over it. Because the human brain processes rejection more painfully than physical pain. But we need to keep building the callus, and so when we see rejection or objection, we build stronger for each individual campaign.

We too had a bit of a struggle at the beginning of 2020; That’s when COVID hit the world. We had to redesign each campaign based on the branding and message the brand wanted to spread, which was a challenge for us. But it was only two months when we adjusted, but our sales have skyrocketed since then and we have never looked back. “

What excites you most about the job, coming in every day and doing your best?

“I really enjoy watching customers grow and then knowing that we will grow as they grow. That’s very satisfying for me. I would also say that when campaigns don’t work, I take it personally, which is a source of constant struggles and challenges. I just want to get better for our customers.

Get to know Daniel Trujillo

Daniel Trujillo has made a significant contribution to ensuring that CIENCE arrives where you are. Here’s what he had to say about his trip with CIENCE.

“My adventure with CIENCE began in early 2020 as SDR. With the help of my fantastic leadership team and hard work, I was promoted to project manager. Shortly thereafter, I ran a new LOB for the company that was doing SEO. “A year of CIENCE is nowhere else worth ten years of experience,” they say in the company, and that’s because we all have the freedom to be creative and think outside the box, propose and test new ideas. CIENCE is without a doubt the best place for a career and a trustworthy partner. ”

How did you help CIENCE improve SEO, website traffic, and domain rating with content marketing?

“I work with the SEO manager Christina Pigol, who did an exceptional job to put CIENCE on a high ranking and to bring excellent organic traffic to CIENCE with content marketing and SEO strategies and the leadership of our great CMO Eric . to follow Quanstrom, CEO John Girard and founder Thomas Cornelius, the sky is the limit. “