Saying Goodbye to Email Attachment Frustrations with PointDrive Customer Content [Case Study]
Learn how the sales team at Quantum, a data storage company, uses PointDrive to create simple, engaging, and personalized content that helps them stay top of mind with prospects.
July 18, 2017
As Head of Mid-Market Sales for Quantum, a Washington-based leader in data storage and protection solutions, Scott Franklin is well aware of rising global fears about cyberattacks.
After the recent “WannaCry” ransomware attack, for example, Scott knew that his leads and prospects were desperately searching for ways to make sure their own data was protected. He also knew that his sales team at Quantum could provide exactly the solution they were looking for.
In the past, Scott and his team had relied on email attachments and other tools with limited capabilities—and plenty of frustrating problems. Since he already knew his prospects’ pain points, he just needed an easy-to-use, visual, and customizable way to get Quantum’s solutions and content before their eyes.
Email Attachments Just Don’t Cut It
Though Scott and his team were using LinkedIn Sales Navigator to nurture leads, they lacked an easy way to quickly deliver key information in a digestible format after connecting with a prospect. They’d been using follow-up emails and marketing automation tools, but there were plenty of challenges.
Each email had to be written essentially from scratch, making it difficult to provide a customized, visual representation of Quantum’s solutions based on a prospect’s needs and concerns. Email also lacks robust tracking tools to determine the success rate of each piece of content. Finally, Scott wanted to ensure their content was easily viewable on any device, including phones and tablets—a tough task with email attachments.
Enter PointDrive, a recently released tool within LinkedIn Sales Navigator that’s specifically designed to simply and effectively deliver personalized, engaging content to buyers. Rather than sending a busy, complex email full of attachments after meeting with a prospect, Scott’s team can now simply include a PointDrive link in their simplified email.
PointDrive essentially lets Scott’s team build a custom landing page for every customer, with links to relevant documents, PDFs, videos, testimonials, articles, and more. The pages are responsive and designed to work perfectly on mobile. Best of all, PointDrive, tracks engagement of multiple decision makers throughout the organization in order to provide data driven insights back to Scott’s team.
These features solve major email pain points—but for Scott, wasted time was the biggest pain point of all, and that’s where PointDrive has been most useful for his team. Drafting new emails for each prospect was a time-consuming process. With PointDrive, templates and drag-and-drop functionality make it simple to tweak existing pages for each potential buyer, then quickly shoot off the presentation as soon as a meeting or conversation has ended. In addition, it’s easy to add new material to the presentation throughout the sales cycle, to make sure the customer always has the most up to date information.
Driving Adoption with Collaboration and Easy Wins
Despite PointDrive’s obvious advantages over other methods of engaging leads, convincing an entire team to adapt to a new tool can be tricky. So after finding success using the tool on his own, Scott looked to drive adoption by pointing to easy wins.
Ahead of a recent major roadshow, for example, Scott was called on to boost attendance in a tight, two-week window. Quantum planned to kick off several new technology releases with its partners, so there was a lot of educational material to get out to attendees.
The WannaCry ransomware attack had also just hit the news, and Scott hoped to capitalize on that by including an article on protecting and backing up your data in his PointDrive content for the event.
During the show, Scott spoke with prospects, then immediately followed up with a PointDrive link and a LinkedIn connection request. In fact, after sending a PointDrive to one prospect, the attendee quickly read their ransomware article and circled back to express interest.
“I had no idea you guys were doing this,” the prospect told Scott. Soon after, Quantum’s team closed the deal.
Scott’s success helped drive adoption, as has PointDrive’s ease of use and built-in features for collaboration. At Quantum, Scott was able to build a PointDrive template first and then share it with his team, helping them build the habit of using it without having to learn all of its ins and outs at once. PointDrive also makes it easier to collaborate with marketing to create basic, re-usable content that’s proven to support buyer engagement.
Now, Quantum has 35 PointDrive users and growing. As the sales team continues to learn its powerful features, they’re regularly finding new ways to attract attention and close deals with engaging, intriguing custom content.
To learn more about LinkedIn Sales Navigator, or request a free demo, click here.