Approximately 96% of visitors that come to your website are not ready to buy. However, when Sales and Marketing teams are in sync, companies become 67% better at closing deals.

Operating a reliable and sustainable waste management service throughout London and the UK, Orion Services encountered many common challenges that B2B companies face when generating, nurturing, and closing sales for their business.

Within six months of making Akero an integral part of their sales and marketing strategy, Orion saw a 50% increase in the number of leads generated every month.

Laura Warren, a part of the Orion Services marketing team, shares the secrets behind their success and the strategies you can apply to boost conversions for your business.


They know their True Customer®


Laura Warren: We’ve identified key decision makers, buyers and facilities managers at construction companies, as well as office and retail businesses in London, as our primary target audience, so it’s important for our messaging to match their unique requirements.


They identify their weaknesses


LW: Before using Akero, inbound leads generated from forms and landing pages on our website were stored in our CRM. However, the process was unreliable. The notification delivery system continually failed, meaning leads were often lost.

Our Sales department felt disconnected from our activity and it wasn’t always easy to attribute conversions to individual campaigns.


They’ve aligned sales and marketing


LW: Our PPC, email marketing, SMS and organic search campaigns direct traffic to attractive landing pages and intelligent forms that I easily build and embed onto our website using Akero. We’re now able to track and follow up leads from multiple source points more efficiently.

We were in need of an effective process to bring the Sales and Marketing teams together so that we could target our customers in a way that naturally guided them through the conversion funnel.

The Sales team now have direct access to Akero, and with its integration with Slack, the team are notified of new leads in real time. Clicking on the notification in Slack will take the Sales team directly to the lead in Akero.


TIP: Create and replace all your current website forms and landing pages with Akero to save time and money on development. Get the Sales team involved by training them to use Akero and its integrations. Our Sales team now live in Akero.


They’ve cut out unnecessary software


LW: Having our leads collected and managed by one system that the entire team can access is great because it saves time having to compile multiple lists to distribute to various team members. Now the Sales team can easily highlight where within the sales pipeline a customer is and Marketing can instantly see results instead of having to compare spreadsheets of data from different sources.


They’ve got a routine going


LW: Akero has allowed us to create a routine which benefits both the Sales and Marketing teams. A typical day will look like this:

9 am: Orion Services generate a handful of leads overnight which I will check first thing in the morning. I log into Akero, look over the leads to see where they’re coming from and sort by relevance.

11 am: The Sales team contact all new leads and any qualified leads will be moved along the Akero Pipeline Manager for follow up.

1 pm: Any qualified leads that are older than 30 days that haven’t been converted into a sale will receive a follow-up message created using Akero’s automated nurture workflow. This means I am assured that the lead is being dealt with so I can get on with other tasks.

It’s great to see a holistic view of the customer journey and where leads have come from. It’s especially impressive to show this to the rest of the team at marketing meetings.