Orbitz For Business Sees Revenue Soar Through Lead Qualification Mapping
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- Published in DemandGen Reports
Like most companies, Orbitz feels the need for speed when it comes to fueling its growth trajectory. When the online travel company launched a new business model for delivering corporate travel services, management wanted to see the same growth and profitability they had grown accustomed to in the retail travel space. That meant quickly coming up with a cost-effective way to identify the prime buyers in the sprawling small and medium-size business market. The team needed a smart and efficient method for contacting, qualifying and setting appointments with customers who were ready to purchase while continuing to nurture future prospects.
Originally launched by six of the top airlines as a megasite for purchasing online travel, Orbitz Worldwide realized the need to enable businesses to research, plan and book a broad range of travel products.. Launched in 2002, Orbitz For Business was one of the first full-service managed business travel programs offered by an online agency.
Orbitz For Business selected The Lead Dogs to provide the lead generation, appointment setting and nurturing services to support launch the company and has consistently achieved a 300% to 500% marketing ROI with the program.
“We’ve seen tremendous results working with The Lead Dogs in terms of both quantity and quality of leads with a 33% overall increase in leads and a 50% reduction in the sales cycle,” said Phil Hammer, Regional Sales Director, Orbitz For Business. Hammer added that Lead Dogs has been responsible for uncovering hundreds of buyers—from small startups to Fortune 500 organizations.
The Lead Dogs role included profiling the market, building lists in key vertical markets, and systematically processing those leads for the Orbitz For Business sales organization. Over the course of the past seven years, The Lead Dogs has profiled and qualified thousands of small, medium and even large businesses to propel Orbitz’s growth in this vast market.
Along the way, the team provided detailed market and competitive intelligence and worked with Orbitz to improve conversion rates and adjust to changing market conditions. The Lead Dogs team is tightly integrated with Orbitz For Business management and sales staff, keeping in touch through daily email correspondence, weekly calls.
By outsourcing the task of lead qualification and appointment setting to The Lead Dogs, Hammer said Orbitz has been able to keep internal head count low, while at the same time shortening sales cycles. Armed with pre-scheduled appointments with prospects, as well as detailed information about the customer’s needs, pain points and decision drivers, Lead Dogs has helped Orbitz For Business achieved a 33% increase in leads generated and also reduced sales cycles by 50%.
“The Lead Dogs serves as our eyes and ears to the market, taking a consultative approach to helping us achieve our business objectives,” said Hammer. “From suggesting new vertical markets to helping us identify target lists and providing feedback from decision makers, The Lead Dogs gather and share detailed insight that helps us grow our business.”