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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