We need to generate new business opportunities and better conversion from our new business targeting campaigns.
Its go-to-marketing strategy consists both of direct marketing and thought leadership campaigns with a very strong focus on ROI.
The marketing teams’ core challenges were twofold
• Delivering leads and improving conversions for the client facing teams (strategic and new business opportunities)
• Developing and implementing internal processes to support customer intelligence programmes
Solutions and results
Trovus has been working with its client through its Customer Intelligence Programme™ (CIP)(link to services) by implementing the following stages;
• Based on existing relationships and business potential, a selection of strategic accounts (98) were identified as the starting point of the CIP
• Regular delivery of insights of the selected accounts’ behaviour to the Head of Marketing
• Through data analysis and interpretation, intelligence around strategic accounts has been fed back by the Marketing Team to the Key Account team helping them focus on key business opportunities
• As part of the enabling phase (link to our approach) of our methodology, an internal training and advisory process has been developed to capture CIP initiated sales opportunities and incentive Key account Managers to convert leads into clients
• Regular KPIs reports were shared with the Board
Results
• Market Team has doubled the number of leads generated from Key Accounts
• 7 key client opportunity generated through CIP within 4 month of the programme
• 2 have been converted within 4 months
• Much stronger collaboration between the business development and marketing team
About our Client
Our client is a worldwide leader in software, services and solutions with 8 core divisions and achieving an average of 20% year on year growth for the last 5 years.
Context and challenges
Our client operates in an increasing competitive marketplace with complex decision making processes. Its go-to-market strategy consists both of direct marketing and thought leadership campaigns with a very strong focus on ROI.
The marketing teams’ core challenges were twofold:
- Delivering leads and improving conversions for the client facing teams (strategic and new business opportunities).
- Developing and implementing internal processes to support customer intelligence programmes.
Solutions and results
Trovus has been working with its client through its Customer Intelligence Programme™ (CIP) by implementing the following stages;
- Based on existing relationships and business potential, a selection of 98 strategic accounts were identified as the starting point of the CIP.
- Regular delivery of insights of the selected accounts’ behaviour to the Head of Marketing.
- Through data analysis and interpretation, intelligence around strategic accounts has been fed back by the marketing Team to the key account team helping them focus on key business opportunities.
- As part of the enabling phase of our methodology, an internal training and advisory process has been developed to capture CIP initiated sales opportunities and incentivise key account managers to convert leads into clients.
- Regular KPI reports were shared with the Board.
Results
- Market Team has doubled the number of leads generated from Key Accounts.
- 7 key client opportunity generated through CIP within 4 month of the programme.
- 2 have been converted within 4 months.
- Much stronger collaboration between the business development and marketing team.
