Case Study 1:
Accountancy & Analytics Sector:
Generate and deliver fully qualified sales leads for a Blue Chip company
providing accounting & analytics solutions to the construction industry.
Client Overview:
SMART started to work with this particular client during 2005 and quickly become an integral part of their sales strategy within the UK. The client offers a mid-range financial management system that provides accounting analytics and control solutions, specifically for the construction industry across a full range of sectors.
The system is highly scaleable and easily integrated, with contract costing at its core. Their customers include some highly prominent businesses within the construction industry, with turnovers ranging from £10 million to £2,000 million.
The client has a £60 million turnover business in the UK and is part of a major US Corporation, offering worldwide bespoke software (including support) specifically to the construction and distribution markets. The average initial sale value for this client is £250,000 with a minimum sales value of £100,000.
We have supported both sides of the client's business on a range of projects, with our focus on assisting the construction division in generating sales opportunities, in line with their projected targets.
Campaign Objective:
SMART's primary objective was to generate qualified sales leads from a database provided by our client to our agreed specification. We then cleansed the raw data and populated this database with the relevant key decision makers, such as Financial Director, IT Manager, Procurement Manager and also verified essential contact details. We also qualifed the leads at this stage to ascertain specific information required by our client, such as company turnover, number of employees, etc.
Campaign Implementation:
A number of staged mailers were implemeted, approaching the various decision makers with very specific 'pitches', which we then reinforced during a follow up call.
An intrinsic process when making follow up calls is to gather quite specific 'profiles' of each individual customer. The overall desire is to identify which customers are in the market for a new system, and the points of pain that drive the customer to invest in an alternative financial management system offer by a competing supplier.
The key information that the SMART executives focus on includes:
- Current system - years in place and number of users (preferably 10+)
- Current/anticipated IT projects
- Company size (turnover and number of employees)
- Prospect is in the market for review/change
- Reason for review/change (such as points of pain - issues with functionality, period of rapid growth)
- Timescale (ideally 0-6 months)
- Decision making process (eg. has a project manager been appointed?)
The leads are classified quite simply - 'immediate interest' or 'pipeline opportunity'.
Campaign Outcome:
An on-going campaign that has successfully increased the client's profile
and enabled them to exceed all previous sales targets.
View other SMART case studies:
Case Study 1 |
Case Study 2 |
Case Study 3 |
Case Study 4 |
Case Study 5
