NFP Launches Full B2B Demand Program
in 9 Months with Refine Labs
NFP is the 5th largest benefits broker by global revenue
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Decrease in advertising cost of acquisition
Faster sales cycle
Increase in ACV
Kyle explains their structure between Sales and Marketing was siloed. “Every salesperson did everything for themselves.” From self-sourcing, to problem identification and maturing the relationship, to closing and handing off the opportunity – Sales sat on an island.
All the while, NFP's Marketing team focused on Management, Brand and Communications. It was time to team up. Kyle knew if Sales could partner with Marketing this would provide NFP the opportunity to transform their revenue function and enable marketing to run programs that made sales easier.
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“One of the amazing things Refine was really great at was tempering expectations. We have long sales cycles [anywhere from 6 to 24 months] and up front Refine set the stage that it would be 6 to 9 months before we see this working. ‘You have to be patient.’” - Kyle Healy
NFP has achieved a 233% ROI. This success metric includes the budget allocated for this project to create a research function, systems cost, and advertising investment.
“We quickly found ourselves connecting pipes and improving our website flow and we started to see inbounds. We started seeing people come to us and transact with deals closed in three to four days.”
NFP is experiencing a 75% reduction in sales cycle length. By the time prospects get to a salesperson, they already know what they want, and the salesperson is able to do light, but effective discovery and convert the call straight to an opportunity.
NFP is realizing a 20% higher ACV.
Said simply, it’s faster, it’s cheaper, and it’s easier to acquire revenue.
