The client was a highly innovative digital technology services provider that built mobile apps, IoT devices, and other digital capabilities for its clients. At the time it met, it almost entirely generated leads from inbound marketing efforts. It wanted to build an outbound lead generation engine in order to meet its growth objectives.
No Specific Industry Target
As its existing lead generation program consisted solely of inbound, the company had no specific industry target and services all incoming requests. However, in order to execute its outbound strategy, the company executives knew they had to select and focus on a specific industry sector. The question was, which one?
What We Did
1) Identify Target Industry Sector
The first thing to do was identify an industry sector where the client had the most experience and track record so we could leverage those. We worked with the company to review its past projects and narrow the selection to four (4) candidates.
Next, we conducted research on these four sectors and provided the client with key pros and cons regarding each sector.
Finally, we facilitated the internal discussion to arrive at the most logical single selection.
2) Sector Specific Research
We then conducted a more thorough research on this sector to understand the key drivers in that industry and sector—the top concerns and challenges that senior executives were faced with.
3) Targeted Content Development
4) Generating Targeted Demand
We helped the company acquire list of decision makers for targeted companies, including phone numbers and emails and launched the email campaigns, with two brand new emails sent each month.
Finally, we followed upon the email campaigns with outbound phone prospecting to identify key people in the targeted companies and schedule meeting with the client’s sales representatives.
After the second month, we were scheduling appointments with approximately 16 High Quality Leads each month, as well as increasing the company’s name recognition with over 1,900 Sales & Marketing executives, CEO, CTO’s and Senior Product Managers including in some global multi-billion dollar prospective customers.
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