Qwest’s sales team needed help breaking into accounts on their target list. The challenge was to break through to IT Executives at top-tier enterprise organizations (accounts/contacts that are arguably the most difficult types of companies to reach).
Our goals:
- Drive engagement with personalized solutions.
- Deliver qualified leads that resulted in sales meetings.
After close collaboration with Qwest’s sales engineering team, a highly personalized and high-value campaign concept was born.
To start, each prospect received a high end architectural tube in the mail with the invitation, “Your blueprint for the future is inside.” Inside was a customized network map where the executive could discover how Qwest would improve their network based on their specific company’s needs. These detailed network maps were developed by sales engineers and quickly struck a chord with the audience.
A hand-written note on the map directed our target to a personalized Microsite (via a PURL). This site featured a short video by Qwest’s CTO and a 40-page recommendation specific to each customer. Executives were also introduced (via the site) to their Account Manager – and given direct access to connect with them.
Behind the scenes, each visitor was passively profiled, giving sales deep insight into the customer interaction with the site (all great talking points for when sales and customer would meet directly). Sales was notified immediately when their target responded to the site.
For those who didn’t respond to the original dimensional mailer, a series of coordinated direct mail and emails were sent to remind them to go online and view their personal proposal. Sales was also heavily engaged in the follow-up process, inserting themselves at key milestones.
90-day results from this campaign are outstanding.
- Sales is thrilled with the campaign! “This is the best marketing program I’ve seen in my 15 years in this business.”
- 42% penetration of the targeted accounts (penetration meaning sales was successfully able to meet with these companies)
- 25% of the total set of companies we targeted are now in Qwest’s pipline.
- ROI trajectory is 10-1…and growing. One deal has closed….and many more look promising!
- The program is so successful it is being expanded to an additional 90 companies.
If you’d like to learn more about this Targeted Account Marketing campaign – or many other successful programs like it - please contact me at laureng@bnj.com OR – join us at the B2B Marketing Sherpa Summit for a first-hand look at this program!
Happy Marketing!
join the conversation