B2B Marketing Case Study:
Accountancy & Analytics Marketing Case Study

	Sector:	Accountancy & Analytics Sector
	Marketing Services provided by SMART:	Qualified Appointment Generation \| Data Cleansing \| Data Sourcing \| Intelligent Customer Profiling \| Diary maintenance \| Inbound Call Handling & Mail Fulfillment
	Target Market:	Construction industry

Client Overview:

Originally SMART successfully won the contract to support this client in 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. The system is highly scaleable and easily integrated, with contract costing at its core. Their customers include Blue Chip organisations within the construction industry, with turnovers ranging from £10 million to £2,000 million. The client has a consultancy 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.

Marketing Campaign Objectives:

Generate a consistent flow of sales opportunities in line with projected target
Intelligently profile and cleanse raw customer data, to create and maintain a verified database of key decision makers
Provide a telemarketing service to increase awareness of the client's product and brand
Nurture a pipeline of longer term sales lead generation opportunities on behalf of the client, ensuring that each prospect receives appropriate follow up collateral and call backs at the agreed intervals
Provide measurable campaign results and integrate with the client's existing CRM system

Due to long lead-in times (varying from introduction to close of sale being from 3 months to 2+ years), the client needed to establish brand awareness among key decision makers and to build on and maintain business relationships with them.

Results of Marketing Campaign:

Supported the growth of the client's business, exceeding all previous sales targets
Reached identified key decision makers at director and senior management level
Increased ongoing pipeline visibility
Provision of a verified database of key decision makers
Raised client's profile as a provider of accountancy analytics and control solutions to the construction industry

SMART provides a controlled environment with established proven processes in place to build business relationships over a long period of time. We successfully raised the client's profile and increased brand awareness while continuing to nurture the prospect pipeline to successful close of sale. SMART exceeded the client's expectation, as their profile, turnover and sales pipeline all increased significantly. This enabled them to expand their operations within the UK and enjoy planned, sustainable business growth.

Want to know more about SMART Marketing?

- SMART's holistic approach to B2B marketing delivers high quality, ROI, measurable results and significant growth for our clients' businesses. Each campaign is tailored to meet the client's total requirement, utilising SMART's telemarketing, intelligent data cleansing and customer profiling expertise. Call us now for a chat on 01270 503291 to discuss how we can help develop your business growth or email us and we'll contact you at the best time that's most convenient for you.