Regional IT seller

Project 1 - Optimised lead generation

Background

This established regional IT services company offers a broad range of IT solutions  to customers in banking, manufacturing, broadcasting, distribution, franchising, healthcare, government and education. With 1 central and 3 regional offices in the state, it recently gained access to a managed email security service.

Challenge

To cut a database with vertical spread and regional presence to match our client’s capability; to run a customized telemarketing campaign to deliver qualified leads for staff in 4 locations.

Solution

We:

• Chose the same telemarketing company as for the managed services, email security vendor and regional IT reseller projects, to carry out the calling part of the campaign
• Devised unique scripts, email brochures and covering emails to differentiate the offer from competitors
• Cut databases to target ideal verticals and specific geographical regions
• Trained the telemarketing team on behalf of our client.
• Monitored and managed the telemarketing team, varying scripts and databases based on daily feedback, to optimise the number and quality of leads  
• Liaised with the client’s salespeople before and after after follow up of leads, with suggestions to maximise conversion.
• After client followup, fed back results to the telemarketing team, to optmise their targeting and effectiveness
• Optimised the whole process so that the telemarketing team could focus on qualifying prospects and the client could focus on following them up.
• Provided detailed analysis post campaign by region, vertical, target size and email usage, to optimise targeting in future campaigns.

Results

Out of 270 organisations, we gained: 

• 34 qualified leads awaiting calls from our client to discuss the service
• 7 organisations with interest in the service within 12 months or less
• 38 profiled for their current email security solution
• 111 that met our client’s section criteria and were potential leads for future campaigns
• confirmation of status of the residue.

Feedback

“I love the work you've done”
Marketing Manager, Regional IT reseller

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