NZ BPM software vendor

Project 3 - Smart lead generation

See also

Project 1 - Thought leader presentation Project 2 - Flash presentation

Background

This NZ-based vendor is a regional leader in software and services for Business Process Management, operating since 1995. The company has:

• A strong regional presence with 4 offices in SE Asia
• Over 3000 clients, including many tier 1 organisations
• A creditable reputation for technical and service excellence
• An opportunity to move into a new market with Software as a Service (SaaS) for Reverse Logistics.

In previous projects we:

• re-positioned the company as a Thought Leader in Reverse Logistics
• created a PowerPoint presentation targeted to credit managers based on Thought Leader positioning
• designed and scripted a flash presentation to capture the essence of the new Reverse Logistics solution, for use on the website and in an upcoming lead generation campaign.

Challenge

To run a pilot lead generation campaign to identify criteria for high potential targets eg. vertical, number of employees, turnover, location, other products, as well as key benefits and main objections; to use the campaign to qualify a small number of high value prospects for the new Reverse Logistics SaaS.

Using LeadMAX methodology, we:

• Analysed the company’s offering relative to competitors
• Used our client’s selection criteria to cut a trial prospect database
• Created a compelling script and covering email to match the new flash presentation
• Selected and trained a specific telemarketing partner for the campaign calls
• Provided daily lead updates to our client with recommendations
• Prospected for 4 days and encountered some pushback in certain verticals
• Recommended new prospect data based on intelligence gained about key criteria
• Ordered new data based on verticals, revenue and employee number with greatest cut-through and  highest value
• Resumed the campaign for 4 more calling days 
• Managed the process so that the telemarketing team could focus on qualifying prospects and our client could focus on following them up.

Results

After a total of 8 calling days our client gained:

• 11 qualified A leads that, if closed, would each return over $40,000 in year 1, increasing in Year 2
• ROI on the campaign of 7200%
• A clear profile of the highest potential verticals, and sizes of organizations to target with the new SaaS
• A full set of campaign tools for the next round of lead generation.

Feedback

“Lead like this are like gold dust. Also, it would have taken me a year to reach some of the other companies and qualify them either in or out. This process has saved me a huge amount of time. I’m a big supporter of what you’re doing."
Business Development Manager, NZ BPM software vendor

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