Multilingual Lead Generation in Europe: A Facilities Services Case Study
by
For B2B organisations looking to build their sales pipeline across EMEA, the challenges compound quickly: navigating local market nuances, recruiting SDRs who can prospect fluently in multiple languages, and managing the cost and complexity of standing up regional teams before the pipeline has begun to prove itself. Many businesses reach a point where the ambition to expand is mighty, but the infrastructure to support it simply is not there yet, and that gap can stall growth for months or even years.
This case study explores how a global facilities services company faced exactly this scenario. With an inside sales model that had already delivered results in the US, the business needed to replicate that momentum across Europe, but without the headcount or the time to build it from scratch during one of the most disruptive periods in recent business history, the Covid-19 global pandemic.
To overcome this challenge, they decided to outsource part of their lead generation and SDR activities to durhamlane.
Multilingual regions complicate hiring & prospecting
To build a strong pipeline across national borders and achieve its revenue goals, the company needed to manage separate teams across Europe while dealing with the nuances of foreign policies and language barriers.
Partnering with durhamlane removed the complex challenges of hiring and prospecting in multiple languages and regions.
Outsourcing lead generation to a multilingual team
We provided the organisation with a multilingual team of Sales Development Representatives (SDR). The team’s language capability allows them to differentiate their approaches by geography while deploying a unified lead generation strategy modelled on our consultative methodology. This removed the complexities of hiring and managing multiple local sales teams.
In constant communication with the company’s marketing team and their senior salespeople, our team has improved their MQL-to-SQL conversion rate, qualifying inbound leads and freeing time for senior Business Development Managers to focus on closing.
The team also devised a multichannel outreach campaign that targeted organisations across the healthcare, education and aged care sectors and enriched the company’s pipeline with market intelligence on expiring contracts and upcoming tenders.
More than £13 million in revenue
With a mix of cold outreach and inbound lead qualification, our multilingual team helped the organisation kickstart their sales and marketing hub in multiple countries, test additional verticals, and raise awareness for new offerings.
In less than three years, this project has produced a total estimated pipeline value of €200M, 33 closed-won opportunities and more than €13M in revenue.
Our success during the pandemic led to expanding the team from 2 to 10 full-time SDRs. Since then, our support has progressively focused on France and expanded to the corporate services sector, while our example encouraged national branches to build their own SDR teams.
By partnering with durhamlane, this facilities services company was able to reshape its traditional sales strategy and build a solid pipeline across EMEA, driving revenue growth across different verticals and regions in an unprecedentedly challenging period.
To understand more about how we can help your business grow and expand in EMEA and beyond, speak to a sales specialist.
