Major UK Provider wins £502,000 of new business

"By using the intelligence and the processes created by working with Trovus, we were able to close three new clients giving us an eightfold return on our investment."

National Marketing and Communications Manager.

"This is one of the best tools I have ever had in sales and must be one of the key benefits of having a website in the first place."

Business Development Manager.

Background

A major Financial Services business operating in the transport sector, they have a marketing team focused on targeting medium to large corporations; typically with sales cycles from 3 to 12 months.

Business Challenges

1 - Opportunity Identification - the business challenge for this financial services company was how to identify and re-engage with organisations interested in their services to drive growth.

2 - Supporting the Sales Process - in particular, they also wanted to improve the process and intelligence surrounding their sales process in order to convert Prospects into Clients.

Solution

In April 2009 a Pilot Project was implemented, with Trovus sharing and creating processes to drive value from the intelligence gathered. These processes helped Telemarketing and the Business Development teams to:

• Identify organisations and time a call for an appointment with a Business Development Manager.
• Send Watch List Alerts to the Telemarketing and Business Development Managers who selected a follow-up process based on the Trovus information.
• Continue to build the relationship with identified Prospects, specifically two key prospective clients.
• After conversations and subsequent meetings, the two accounts were awarded.

Feedback from one of the Business Development Managers was:

"The Trovus product has been invaluable as it has not just alerted me whenever my Prospects have hit the website but has also informed me what pages they have looked at and how long they have spent on each page. This is one of the best tools I have ever had in sales and must be one of the key benefits of having a website in the first place. "

Results

Over the course of the first year, Trovus supported this major financial services company with valuable intelligence and processes to drive value from its website which directly helped them to close three prospective clients, generating an eightfold return on investment.

The specific areas covered were:

• Customer Intelligence - Working with Trovus to understand the insights and develop the processes enabled them to understand and contextualise the browsing profiles of prospective customers on their website.

• Insight - Understand the companies' exact interest by reviewing the profiles that showed which pages they had visited and how long they'd spent on those pages.

• Timing - They were able to act immediately as a result of email alerts that were sent to both the Telemarketing and Business Development Managers to inform them that the organisations had been back to the website.

• Processes & Engagement - By creating simple processes, the Business Development Managers were able to build appropriate relationships and reach out to those organisations without intimidation to continue to develop the relationship, ultimately leading to two new accounts being won.

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