CASE STUDY: MARKETING & SALES
Waste Management uses Prime Growth to Acquire 600+ New Small Business Customers
North America’s largest waste and environmental services company uses the Prime Growth Framework to increase SMB revenue growth and visibility into their total addressable SMB market.
SMB Clients Acquired
600+
Waste Management used the Prime Growth Framework to acquire more than 600 new small business customers.
Lifetime Value
More than $1M
The 600+ small business customers acquired have a lifetime value of more than $1,000,000 USD for Waste Management.
Lead-To-Deal Conversion Rate
2%
Waste Management’s campaigns using Prime Growth averaged a 2% lead-to-deal conversion rate, 2.5x the average B2B sales lead conversion rate (0.78%) according to Salesforce B2B Sales Benchmarks.
ROI
More than 10x
Waste Management’s investment in the Prime Growth Framework provided a more than 10x return.
Call Reach Rate
50%
Waste Management’s sales team achieved 50% call reach rates with Prime Growth, more than 3x the average B2B call reach rate.
Waste Management, the largest waste and environmental services company in North America and a member of the Fortune 500, approached SMB Intelligence to help them more effectively deliver their services to small businesses.
Challenges
• Ensure visibility into their total addressable SMB market
• Identify current new, pre-opening & expanding small businesses, that have commercial locations in need of their services
• Increase call reach rates
Solution
The company used the Prime Growth Framework for Suppliers to gain a powerful new perspective on the small business sector and more effectively navigate the small business sector, by using growth-based classification rather than traditional small business segmentation.
Through the bi-weekly Prime Growth Briefing, Waste Management is able to substantially increase visibility into their total addressable market, by continually identifying prime growth firms: new, pre-opening small businesses as well as small chains planning to add locations.
The data included in the Prime Growth Briefing is highly accurate, and their sales team was able to hit 50% call reach rates (more than 3x the average 15% considered successful), leading to 2% lead-to-deal conversion rates – 2.5x higher than the 0.78% average for B2B sales leads, and a whopping 10x higher conversion than that of B2B lead lists, according to Salesforce B2B Sales Benchmarks.