CAMPAIGN

DEFINE THE PROSPECT

The first challenge in working with the lead generation vendor was helping define the client’s ideal customer so they could pull together target account list. With account-based determination technology, The Tech Craft was able to identify the high- value accounts most likely to buy, based on a variety of signals that go beyond traditional firmographic data such as product usage, business fit, culture, budget, interests, investments and a network of business relationships. After The Tech Craft conducted a search for prospects, client provided with a "wish list" of companies that they weren't selling to but what that they thought would be good accounts. Client provided The Tech Craft with targeted customer lists put together from trade shows and marketing campaigns sending out samples and literature. The Tech Craft also dug into the details of 10 to 15 of Clients current clients who were considered "good customers" and used those profiles to help ID similar prospects to enter into the marketing campaign.

SET UP THE TRIAL PROGRAM

With prospect lists messaging covered, it was time to launch the trail program with the vendor. Because CLIENT targets two market segments — Mining and Utilities — the campaign was split into those two segments. Technology is the same [but] the needs are different and the actual products themselves are a little different. The two segments had different approaches to business. The Mining segment was more willing to be presented with unique solutions if it solved a problem, but the Utilities segment was typically tied into a complex level of integrations.

CAMPAIGN METHODOLOGY

An Omni-Channel approach was used to promote clients content.

  • Dedicated Email promotions
  • Newsletter Promotions
  • Website and organic campaigns
Quality Assurance

Prior to submitting a lead to the client, a quality check was in place to ensure –

  • If the lead is authentic
  • The lead is from the target list defined at the initial stage
  • The prospect is still with the organization

ONGOING A/B TESTING

Refining the messaging was an ongoing process to make sure the content reached out to the right audience through the right channels at right time. Also, when The Tech Craft would get a negative response to an email, there would be a meeting to go through the specific scenario and refine the messaging to respond to such responses. Eventually The Tech Craft started handling 90% of the work on their own and CLIENT adding about 10% on what could be changed in terms of the campaign messaging.

RESULTS

A key takeaway the client had from this campaign was learning that once the messaging is clear it’s easy to integrate third-party vendor. "Specifically, if you are looking at an industry such as ours, we sell technology to companies that buy technology. Most of the targets you're going after aren't sitting around waiting for someone like us to reach out to them. We really need to be able to show value to these people who are extremely busy to be able to get in the doo," Client said. In this case, after a little less than 3 months of engagement, the campaign achieved:

1 700 leads from a list of 2500 target accounts
2 23% response rate per company
3 15% response rate per company targeted
4 A closed deal worth $500,000
5 Additional large deals in client’s sales pipeline

TechCraft Media kit

  • The people behind TechCraft have the experience and knowledge to provide tailor-made solutions to enterprises worldwide. It starts with understanding customer requirements, documenting customer processes, evaluating customer goals and developing a customized training program for customer-specific processes.
  • Working with TechCraft, you open the door to a wide range of specialized services across industries and verticals. What's more, we bring all our experience to the table, saving you precious time in assessing vendor capabilities.We strongly abide by our core values of integrity, teamwork and excellence to develop enduring partnerships.

Job Function

Audience Demographics Total Size – 542,246

Circular

Information Technology & Security
Marketing & Sales
Finance & Procurement
HR

Region Wise

EMEA
22%
North America
55%
APAC
23%

ABM Journey

ABM Methodology

Awareness Programs

Content Syndication

Within our universe of B2B professionals sits influential personas who share their views, opinions and analysis of market trends, recommending and predicting future landscapes. Decision makers from across verticals are served with content relevant to their subject of interest directly in the platform with simple navigation.

Webinar Promotion

The Tech Craft’s distinct attribute towards generating higher registration ratio compared to mere traditional methods is because of the back-end service we render; email follow-ups, registration confirmation call and gentle reminder emails.

Connect and Close

With 7+ years of sales experience we take the responsibility of representing your brand seriously while engaging with your future clients

Quality Functionality

By meeting the exact requirement, expectation, and needs of our customer free from defects, lacks and substantial variants, The Tech Craft has gained dominance utilizing up-to-date technologies and methodologies.Perks of working with us has been recognized, preferred and recommended by professionals from across verticals and geographies.