An interview with successful technology sales innovator, Bryan Frankel, Sales Director at LANSA
LANSA is the original low-code, rapid application development platform for building enterprise-grade mobile, web and desktop apps. Bryan is responsible for sales in North America, as well as Business Development Reps globally.
What Informa TechTarget products are you using? What are you trying to achieve?
We use [the Informa TechTarget Portal] along with content syndication to supplement our outreach efforts to find more leads and create more opportunities. Both our marketing and sales teams leverage [Informa] TechTarget to garner more interest for our products.
How is your sales team using the Informa TechTarget Portal? How is Portal set up for your organization?
[Portal] enables our Business Development Reps and Account Executives to have more intelligent conversations, with the right people at the right time. We have [Portal] set up with lists built out based on the rep’s territories.
Our Account Executives go into [Portal] to find insights for their accounts, as well as search for new contacts at their accounts to provide new inroads into opportunities. [Portal] allows them to see which technologies prospects already have installed and what else is being considered so that they can have more intelligent conversations with the right people.
Our BDRs in North America and EMEA use [Portal] to look for net new prospects. They will go into [Portal] very often and are utilizing the insights to find new ways to engage. [Informa TechTarget] provides my BDRs with the ability to see into accounts and find the people we normally we wouldn’t have the visibility into.
[The Informa TechTarget Portal] is an essential tool for us because our customer base is split between cutting edge technology and much older technology. We have the ability to set up our lists based on these groups, and then take those contacts and put them into different outreach cadences. With [Portal], we’re able to serve our diverse, niche, customer types and have a much more focused way to deliver a personalized message.
Once we reach out, we have set cadences. We adhere to 2 – 2.5-week periods of making phone calls and emails with a targeted message based on the insights we discovered within [Portal]. After our sales reps’ cadences, the prospects will fall back into the marketing nurture cadence. We do export our [Portal] account lists into Eloqua, and this data flows into Salesforce.
Our sales team depends on [Informa TechTarget Portal] to build pipeline. No other tool can compete with it.”
How is Informa TechTarget helping LANSA see success and generate more opportunities? What type of results are you seeing?
After coming on board, and once the sales team started to use [Portal], we saw immediate results and began to find more leads and prospects and convert more opportunities.
One metric our BDRs have is the percentage of leads that get converted into opportunities. With [Informa TechTarget], we now have a 4% conversion rate, which is not only high, but it’s an increase from previously and more than other lead sources.
[The Informa TechTarget Portal] is the primary way our BDRs find and cultivate leads. Previously, a BDR would take hours to do research just to find one person, which clearly limited the total number of people they could find in a day. [Portal] has been extremely helpful in turning around our BDR model and fuel our pipeline of opportunities. It’s a significant advantage that [Portal] saves our sales team so much time.
With [Portal], our Account Executives can build new opportunities and generate more meetings, using the insights to personalize conversations. They go into [Portal], drill into their account, get the contact information and directly call them and can quickly build a rapport and credibility leveraging the insights. They have been able to expand their footprint and secure relationships with their accounts, as well as fight off competitors.
Our sales team depends on [the Informa TechTarget Portal] to build pipeline – no other tool can compete with it. [Informa TechTarget] is the number one contributor to finding new leads – it’s a big part of our year-over-year lead growth. Our total conversion rate quarter-over-quarter turning leads into opportunities is exponentially higher since implementing [Informa TechTarget].
What is your favorite thing about the Informa TechTarget Portal? Which components are most valuable to your sales team?
[Informa TechTarget’s] ability to provide us with a focused list of prospects [through Portal] has been extremely helpful. I also love that we have the ability to segment by the different niche customer types that we have.
[Portal], in conjunction with content syndication, has been a big hitter for us. It’s great to be able to see who is looking at your content, while also being able to get insights. If anyone is considering [Informa] TechTarget, I highly recommend you give them a go. Our sales team has had so much success using [Portal] that other divisions in our company are coming to me to see what I’m doing that is working so well.
How has it been working with the Informa TechTarget team? How have they made things easy for you and your team?
One of the best things about [Informa] TechTarget is the service. My account team is amazing. I’ve never had another partner go to the extent to which they go to help us see success. Their service has gone way beyond anything else I’ve ever experienced before. In one instance, they helped one of my reps with his territory and trained him on how to best leverage the information and insights within [Portal]. A few months later, he had a healthy pipeline. The team has been invaluable, especially when you work in a lean model like we do.
A big thank you to Bryan for sharing some feedback with us. We look forward to hearing about more of your success in the future!
