With the digitalization and the development of the Internet, the television sector has been in full upheaval for several years. These changes are both obstacles and opportunities for Hexaglobe. Brakes because television is now a media in decline; and opportunities because it pushes the company to renew itself and to consider new development axes.
Before adopting Blacksales, the majority of Hexaglobe's leads were generated by trade shows and the manual prospecting work done by Olivier, Director of Development within the group. With the health situation and the cancellation of trade shows, the main acquisition channel of the company was removed. Hexaglobe had to find alternative ways to grow.
"With Blacksales, we wanted to establish contacts with the various European TV channels, with the aim of evangelizing our offer."
It is in this logic of innovation that Hexaglobe wanted to implement the Blacksales solution. Olivier explains that he was initially rather dubious about using the solution. Indeed, as with many professionals, cold emailing often has a bad image because it is considered intrusive and "annoying" when you are canvassed all day.
"At first we had doubts because it was a leap into the unknown and a significant investment. But we are very satisfied with the results and think it is the right solution in relation to our strategy."
Nevertheless, Olivier was pleasantly surprised by the efficiency of the solution as he quickly obtained leads, notably with privileged contacts within ZDF, the second German TV channel. Hexaglobe was looking for new growth solutions to develop its corporate customer portfolio throughout Europe and to make its business known; the Blacksales tool allowed them to penetrate the market efficiently and to generate qualified opportunities with privileged contacts.
With the adoption of Blacksales, Hexaglobe was able to get sales appointments, effortlessly. The contact scenarios set up by the Blacksales consultant dedicated to Hexaglobe's campaigns helped to feed a pipeline that was normally difficult to fill, due to the difficulty of the proposed offer.
One of the specificities of Hexaglobe's industry is that commercial opportunities are almost 100% processed through tenders, there is no impulse buying for this type of product. Olivier is therefore aware that he will not immediately sign the opportunities he receives; he has a real work of evangelization to do and the Blacksales tool also helps him in this objective.
"The Blacksales solution is really effective, and it also allows us to build a qualified database for our nurtuting campaigns."
To conclude a maximum of deals, Hexaglobe now couples Blacksales with other commercial tools. Boomerang to plan and send reminders according to the prospects; Prospectin to contact directly on Linkedin the prospects who didn't answer the cold mailing campaigns; Copper as a CRM and finally Sendinblue to nurture the contacts obtained with newsletters.
Thanks to this strategy, the contacts obtained via Blacksales are optimized to the maximum and the different entry points make it possible to recover contacts who would have been closed to the offer via email.
"Blacksales allows us to save time with the automation of the prospecting process, while keeping the human side thanks to the support of Audrey, our Customer Success Manager."
Throughout the collaboration, Hexaglobe benefited from regular and personalized support from Audrey, Customer Success Manager at Blacksales. On behalf of Hexaglobe, she has constantly studied and revisited the content of the campaigns to improve the results. The operational expertise that Hexaglobe benefits from thanks to Audrey is also a precious help; indeed, Audrey is able to provide new business insights, and advice on the follow-up of the obtained opportunities.
The support provided acts as a real guarantee of the success of the solution at Hexaglobe. Whatever the problem encountered (email deliverability, content update, subject line changes...), the customer success manager is there to solve it with the most adapted solution for Hexaglobe.
After 6 months of collaboration, the Hexaglobe sales team is unanimous: the solution has allowed them to reach the objectives they had set.
The software editor was able to get in touch with major players in the broadcasting sector, including: ZDF, RTL, QvestMedia, RadioItalia, Eurovision and TV2 Hungary.
These different contacts offer great prospects for development and perfectly meet the expectations of Hexaglobe in relation to the use of the Blacksales tool.
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