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Case Study: How a Web-based B2B Niche Service Increased Revenue per Sales Rep by 9.3%

by Laurie Lande  |  
December 4, 2007

Company: ShareBuilder401k
Contact: Stuart Robertson, General Manager
Location: Bellevue, Wash.
Industry: Financial Services, B2B
Annual revenue: Confidential
Number of employees: 16

Quick Read:

ShareBuilder 401(k) provides 401(k) retirement plans exclusively for small businesses, ranging from the self-employed to those with 50 or more employees. A service of online brokerage ShareBuilder Corp., ShareBuilder 401(k) offers services necessary for employers and employees to open and manage their retirement plans online or over the phone.

But retirement plans, which most people have a hard time understanding, are usually sold in person and are particularly hard to sell virtually. Sharebuilder 401(k) found that it needed help in marketing to this niche, and particularly in closing sales.

By implementing a new software system that allowed its sales and marketing team to know how often a sales prospect visited its Web site, how visitors arrived there, and what visitors looked at on the site, the sales team was able to target sales calls more efficiently and close more sales.

The Challenge:

ShareBuilder 401(k) services a niche market: very small businesses. The company estimates that 85% of such businesses don't have retirement plans for their employees. There is no human resources person for such companies: The business owner makes these decisions, along with the myriad other decisions involved in running a small business. Servicing these business owners virtually is a real challenge.

"We were very efficient in bringing in leads, but not as efficient in closing them," said Stuart Robertson, general manager of ShareBuilder 401(k). "We were trying to figure out—what is the most cost-effective way to reach these people?"

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