Alldigital Marketing Resources

Building a £20 million Pipeline

A UK IT Integrator using Marketing Automation

Challenge:

A newly formed marketing team at a UK based IT Consultancy and Integration business was tasked to build a multi-million pound pipeline of warm leads for its Sales team.

Solution

Using a SharpSpring Marketing Automation platform, the team designed and implemented a series of campaigns over a 9 month period.

• Drip Campaigns – Outbound calls to new potential prospects were followed up with drip campaigns highlighting the businesses capabilities, supported with “Thought Leadership” articles and Case Studies
• Industry targeted campaigns – Surveyed a selection of industry specific companies, and produced a Report and Infographic on the results.  Devised campaigns, typically around an Industry Event to engage and share the Insights, demonstrating understanding and capability to address the sector needs.
• Partner campaigns – Supported by Industry partners developed drip campaigns targeted to CIOs, starting with knowledge share on trends and new product or service launches, often leading to invitation to VIP events or to “Key Note” addresses at Sector Specific conferences.

Outcome:

Generated a lead pipeline in excess of £20m all directly attributable to these marketing campaigns. The highly targeted and personalised campaigns typically were low volume but high engagement with open rates typically around 30% and click through rates over 4%. All hosted events were fully booked, with one security event yielding 80 leads alone. In total the campaigns generated over 200 fully qualified hot leads worth over £20m.

“We were really pleased with leads generated from the campaigns and the consultative approach that Alldigital Marketing offered us to setup and use marketing automation to increase sales leads generation and pipeline.” Marketing Campaign Manager