How we helped an international IT company target the UK public sector and build a new business pipeline with a new lead acquisition process.
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
Key Learning Points:
We initially engaged Winshaw to undertake a tactical market research project to evaluate the potential size of our target markets in the UK Public Sector. Based on the quality of the report, we commissioned the team to deliver a more extensive programme of work over a 12-month period to support our corporate strategy. The system and supporting processes we deployed worked so well we decided to replicate these within our global go-to-market strategy.
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