Yahoo! case study

Who are Yahoo!?

Yahoo! is an American multinational internet company founded in 1994 by Jerry Yang and David Filo with revenues close to $5bn. Yahoo! attracts more than 500m consumers every month in over 30 languages.

Our team of telesales marketers worked exclusively for the Yahoo! brand, becoming Yahoo’s UK SME telemarketing team.

Yahoo! and Confero

Until February 2004, B2B telesales was carried out in-house on an ad-hoc basis without a dedicated telesales management structure or any systems and processes in place, so they searched for a company to take the burden away from them.

Yahoo! Search Marketing decided to pilot a small team externally and chose Confero to carry out their pay-per-click (PPC) advertising sales. Outsourcing the Yahoo! Search Marketing telesales to Confero formed a major strategic decision for the global brand.

The Confero Solution

Our team of telesales marketers grew from two to seven and worked exclusively for the Yahoo! brand, becoming Yahoo’s UK SME telemarketing team. Their role was to cold-call targeted industry sectors to expand on the number of businesses advertising on Yahoo’s portfolio of websites.

In conjunction with Yahoo!, the telesales marketing team compiled highly detailed data lists of specific businesses and used offer-led incentives that allowed clients to test and launch advertising campaigns, such as £50 worth of PPC advertising.

In addition, the agent team responded to incoming email from companies interested in advertising with Yahoo! from seminars and events; set up an exclusive telephone sales line as well as contacting prospective clients with part-completed online applications to assist and guide them through the process to completion.

Results

Due to the success and the close and responsive working relationship, Yahoo! Search Marketing made the decision to outsource their B2B telesales to Confero for five years. Yahoo! outsourced telesales throughout Europe, but the UK with Confero at the helm consistently outperformed the rest of Europe in terms of results and performance.