Regional IT seller

Project 1 - Smart 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 pilot-sized custom campaign to maximise qualified leads for staff in 4 locations.

Solution

Using LeadMAX  methodology we:

• Devised unique scripts, email brochures and covering emails to differentiate the offer from competitors
• Reviewed our client’s provided database and removed all low potential contacts
• Cut a supplementary databases to target ideal verticals and specific geographical regions
• Selected and trained a specific telemarketing partner to do the campaign calls
• 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 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
• Provided detailed analysis post campaign by region, vertical, target size and email usage, to optimise targeting in future campaigns.
• Managed the process so that the telemarketing team could focus on qualifying prospects and the client could focus on following them up.

Results

Out of 270 organisations, we gained:

• 10 qualified A leads that represented an ROI of 1148%
• Another 7 organisations with confirmed interest (delete in the service) within 12 months 
• 38 profiled for their current email security solution
• 111 that met our client’s section criteria and were suspects 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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