Increasing B2B Sales by Increasing Sellers

A provider of merchant-acquiring services, delivering integrated payment processing to more than one million merchants. When the mandate came to increase channel sales, the team's first instinct was to raise the bar for existing resellers. Our recommendation: doubling the number of resellers was the faster path.

Channel sales had to grow — and squeezing underperformers was unlikely to get there.

We deployed a two-pronged program across two segments: high-impact lead generation for high-potential prospects, and a reach-and-frequency program for the rest. High-potential prospects received a series of tactics built around a compelling offer tied to specific benefits — dimensional mailer, letter and BRC, email and postcard, with qualified actions triggering outbound calls tailored to the right benefit. The reach-and-frequency program carried the same offer and benefits through a more economical path of email, landing pages and online forms.

Average response rate across all tactics was 10%: 79 marketing qualified leads generated and 15 new resellers onboarded. The program was so successful it was instituted as a bi-annual recruiting program.