How we helped an international IT company target the UK public sector and build a new business pipeline with a new lead acquisition process.
Industry:
Challenge:
How We Helped:
We designed and implemented a new lead acquisition process to increase the value of the new business pipeline prior to an upcoming major capital event. Having undertaken a snapshot of internal opinion, we engaged the market through a programme of surveys, workshops and round tables.
This was followed by a series of thought leadership articles, white papers and videos that addressed key decision makers’ points of pain. The packaged content was then delivered via a marketing automation platform to build awareness and advocacy amongst a community of highly targeted prospective customers.
500 NEW SALES QUALIFIED LEADS GENERATED
Outcome:
Key Learning Points:
Invest in market engagement as early as possible
Use a platform to deploy messages at scale across multiple channels
Ensure the business is ready to receive qualified leads and new business
Secure executive level support for programme objectives and governance
Report leading indicators through real time dashboards
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