Rema Partners blazes a trail with smarter and more personalised marketing
Upskilling staff can be a significant investment. But under traditional teaching methods, only 15% of participants go on to use their new skill outside the classroom. Rema Partners, based in Finland, is passionate about designing training programmes that make a bigger impact, and give customers the tools they need to drive real change in their business.
“We specialise in sales and leadership training, to both international and Finnish clients,” says Seppo Virtanen, Senior Partner at Rema Partners. “Our programmes are tailor-made to help customers change employee behaviour in a sustainable way.”
The company of eight has ambitions to grow its unique training model and shake up the corporate education market. “We’re aiming to grow to 20 employees in the next two years, and to compete with online training platforms we have to make sure we’re inspiring our customers with powerful, relevant courses,” Virtanen adds.
Automated marketing reduces the effort of nurturing prospects.
But with all staff involved in both selling and executing its training programmes, Rema Partners needed a way to maximise its resources and boost sales without increasing headcount.
“With our bespoke services, the sales pipeline can be up to year long,” explains Pia-Leena Heikkilä, Community Assistant at the company. “During that time, we have a combination of face-to-face meetings and email communications, where we pitch our solutions and work out the details of the customer’s training requirements. Sometimes, the customer isn’t ready to buy when they approach us, so keeping in regular contact with them until they have everything lined up is crucial to securing more business.”
To reduce the effort required to nurture these prospects, Rema Partners rolled out Pardot in early 2018. “We’ve used Sales Cloud to manage our pipeline since 2015, so it made sense to adopt a solution that can tap into our existing bank of customer data,” says Virtanen.
Pardot helps consultants stay connected with existing and potential customers.
With Pardot, the firm’s consultants can keep in touch with both previous and potential customers easily. Rema Partners captures new prospects when people visit the company’s website and download valuable, helpful content in exchange for their contact details. This gives the company access to a new group of potential customers.
Both previous and potential customers are segmented according to their role, and receive monthly emails featuring relevant content. “By tracking open and click-through rates, we can identify which content is most popular, and continually evolve and improve our approach,” explains Heikkila.
Each prospect is scored based on how they interact with content and where the lead came from, which helps to identify when to assign a follow-up call to the team. “Pardot helps us to stay connected in a relevant and personalised way,” says Heikkila. “Although the emails are automated, we’ve retained the personal touch – we want our customers to feel valued.”
Dashboards provide visibility of KPIs that help leaders manage the business.
As well as helping Rema Partners target new leads, Pardot also helps it understand existing customers. “As Pardot integrates seamlessly with our customer data in Sales Cloud, we can see when a customer has downloaded a particular piece of content, and which emails they’ve opened, so we know what they’re interested in and can start relevant sales conversations,” explains Heikkila.
Sales Cloud also helps to manage sales operations better behind the scenes. For example, it prompts the team to contact customers at regular intervals so no lead falls through the gaps, and provides comprehensive visibility of the sales funnel. “We have personalised dashboards that help us manage the business better,” says Virtanen. “I can see all our KPIs at a glance, including invoicing so far for the year, each consultant’s pipeline, opportunity hit rate, average deal size, how many meetings we’re holding per month, and how many training days each consultant has lined up for the following six-month period. As well as providing an overview of the state of the business that improves forecasting, it’s key to calculating commission for each member of the team.”
Mobile capabilities and invoicing integration help further increase productivity.
As Rema Partner’s consultants spend a significant amount of time travelling to meetings and delivering onsite training courses, they often rely on the Salesforce Mobile App. “We can access and update customer information and meeting outcomes quickly and easily with the Salesforce Mobile App – it’s much easier to make these updates from a phone or tablet when travelling, rather than having to open a laptop,” says Virtanen.
Even invoicing is streamlined with Sales Cloud. Once a deal is closed, the consultant builds an invoicing schedule in Sales Cloud to ensure the right invoices are sent out at the right time, and containing all the relevant information.