Managed services provider

Project 2 - Smart lead generation

See also

Project 1 - Client migration

Background

This Australian company had been reselling various solutions for web and email security, policy management and collaboration, for 5 years. It sought to re-brand itself as a managed services provider and to migrate its existing customers to the new service. In a previous project we had created:

• A new corporate image and brochure
• A full list of customer testimonials and logos
• Data sheets detailing each functionality of the new managed service
• Brochures, phone scripts and emails to use in all customer situations
• Full suite of customer migration tools.

As a result, the company converted all but one customer to the new service in one week. Following this outcome, the company sought to gain new leads for the new service.

Challenge

To create a database with high potential; to qualify leads for the new service quickly and cost-effectively; to run a productive pilot-sized campaign in the Dec-Jan holiday period.

Solution

Using LeadMAX  methodology we:

• Defined a target database using specific criteria (number of employees, location, verticals with high internet connectivity)
• Created a compelling script, special offer and covering email
• Selected and trained a specific telemarketing partner to do the campaign calls
• Gained feedback from the telemarketing team daily
• Revised scripts and tools  to maximise results based on feedback and results
• Provided daily lead updates to our client, and mid and end project reports with recommendations
• Managed the process so that the telemarketing team could focus on qualifying prospects and the client could focus on following them up.

Results

in 6 elapsed weeks including Christmas, the client had gained:

• 5 qualified A leads that represented an ROI of 1091%
• 36 other organisations being followed up/progressed to A lead status
• Details of 135 other organizations that met their selection criteria (including  contact details, current provider, contract expiry, user numbers etc) and were suspects for future campaigns.

Feedback

“This approach gave us faster, more usable results than any previous TM campaign. We are discussing trials with 6 organisations, are following up another 36 and have contact details of 135 others that meet our selection criteria”.
Managing Director , Managed services provider

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