Global security vendor

Project 1 - Smart lead generation - pilot campaign

See also

Project 2 - Smart lead generation - multiple campaigns

Background

This company is widely regarded as a global leader in endpoint and web security, with offices and clients worldwide. In Australia the brand and company are well known and established, serving corporate, government and medium-sized customers, with offices and sales people and most states.

Challenge

To conduct a pilot-sized telemarketing campaign to optimise processes and collateral; to deliver a small number of high quality, highly qualified leads; to establish a baseline for ongoing campaigns.

Solution

We:

• Analysed the company’s offering across 2 product offerings
• Interviewed marketing and sales staff to confirm key benefits and obstacles
• Devised scripts and covering emails with compelling messaging
• Refined databases to target high potential prospects in 2 particular territories
• Selected and trained a specific telemarketing partner to do the campaign calls
• Conducted the outbound prospecting campaign over 7 calling days  
• Gained feedback from the telemarketers and refined processes as needed
• Provided daily lead updates and report, analysis and recommendations at the end.

Results

• 7 qualified A leads who are reviewing their current solution in <3 months
• 12 other leads profiled with review in <12 months
• 173 others with details confirmed (to be called next cycle)
• Campaign ROI of 1000%.based on A leads alone.

Feedback

“Technoledge is quite different. Unlike other providers, they really understood our value proposition and took responsibility for the leads. It’s been very educational for us and the results were more quality than quantity, which is exactly what the BDMs want.”
Marketing Manager, Global security vendor

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