Web security specialist

Project 1 - Optimised lead generation

Background

The company is an established Sydney-based provider of data, web and messaging security solutions, with an array of tier 1 clients in banking, legal, education and media. It recently gained access to managed email security as a service.

Challenge

To define a unique list of high value prospects; to qualify them and gain phone appointments with them and our client.

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 our client from other sellers of the same service
• Cut databases to target specific organizations with greatest need for the service and closest match with our client’s existing customers
• Trained the telemarketing team on behalf of our client.
• Provided early feedback to our client indicating lower accessibility and interest  in some verticals, and suggested alternatives
• Monitored and managed the telemarketing team, varying scripts and databases based on daily feedback, to optimise the number and quality of leads  
• Provided our client’s salespeople with leads daily and monitored their follow up and progress, 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 subsequent campaigns.

Results

Out of 387 organisations we gained:

• 19 phone appointments to progress a trial of the service
• 11 organisations with interest in the service within 12 months or less
• 97 profiled for their current email security solution
• 255 that met our client’s section criteria and were potential leads for future campaigns.
• Confirmation of status of the residue.

Feedback

 “We had some interruptions to the campaign, but even so, gained 6-7 strong leads with large prospects plus a number of future leads. If converted, any 2 of these will cover our costs.”
Managing Director, Web security specialist

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