Internet services provider

Project 2 - Smart channel qualification - pilot campaign

Background

This Australian company was an internet services pioneer and is now an established business serving over 3000 customers across the country. It focuses on technical excellence backed by superior service, and it enjoys a high level of customer satisfaction and above industry average customer retention. In a previous project we had:

• Repositioned the company to focus on Small Business customers
• Created a new corporate look, tagline and website image
• Re-wrote all website content to strongly appeal to Small Businesses.

Challenge

To design and run a pilot campaign to qualify potential resellers; to deliver qualified reseller prospects for conversion by the company’s channel managers.

Solution

We:

• Conducted web research for analysts’ views on the internet services industry
• Interviewed our client’s existing customers for case studies and feedback
• Refined the provided database to focus on highest potential resellers
• Created a comprehensive Partner Pack including business case, market potential,  partner reward levels, customer case studies and feedback
• Created a compelling script, flier and covering email
• Selected and trained a specific telemarketing partner to do the outbound 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.

Result

• After 7 calling days, 15 IT services companies interested in being resellers
• These 15 companies qualified for their small business focus, geographical reach, current services offered and capacity to resell internet services
• In 2 more weeks, 12 of these had registered as resellers.

Feedback

“After the website update, it took Technoledge just over a week to qualify a bunch of potential partners. Of these, 12 have registered and some are already signing up their customers. The Technoledge model works. We’re committed to it”
General Manager, Internet Services Provider

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