Document assembly software vendor

Project 1 - Smart Lead Generation - pilot campaign

See also

Project 2 - Smart lead generation - multiple campaigns

Background

This Australian company has produced innovative software for office automation since 2005, is established across Australia and has distributors in North America, the UK and South-East Asia. Its offering is agile and elegant but is often confused with many less feature-rich enterprise solutions in document automation. The company sought to increase its growth rate by active direct promotion via telemarketing. 

Challenge

To more clearly distinguish the company from its many competitors; to design a pilot lead generation campaign to qualify genuine leads: to optimise lead generation processes to enable predictable outcomes for future cycles.

Solution

We applied our in-house processes to analyse existing marketing and product information:

• FabMAX to define all the benefits of all the functions
• PosMAx to define the key competitive advantages
• PosSUM to encapsulate key messaging, positioning and voice.

We:

• Interviewed clients to understand the real benefits in user environments
• Recommended a tighter definition of the product’s capabilities and benefits
• Recommended targeting a specific market with unique product benefits
• Refined a highly targeted prospect database.
• Created a webpage, script and covering email specific to the target prospect
• Conducted a 7 day pilot lead generation program using these optimised tools, contracting a telemarketing specialist to make the outbound calls
• Analysed results and recommended changes to further optimise the process.

Results

In 4 weeks, our client had gained:

• A concise encapsulation of its sustainable competitive advantages
• A refined database sufficient for 4 targeted cycles of prospecting;
• 8 large enterprises that were qualified leads for its Document Assembly software.

Feedback

“When we called at the agreed time, not only was each lead expecting our call, he or she had organized a few others to hear our presentation. These leads were very well-qualified, well-prepared, well-informed and represent the size and type of enterprise that we definitely want as clients.”

Senior BDM, Document assembly software vendor

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