Breaking through Enterprise Doors
Targeted, personalised, high-level enterprise acquisition program which generated 50% more leads than target.
The situation:
The enterprise PC market is seriously big business and, of course, ultra-competitive. The long buying cycles associated with replenishing a PC fleet coupled with the inertia created by legacy systems compatibility and the sheer size of sales makes new prospects tough to win over.
In fact, the true effects of a successful campaign may only be seen years down the track.
The challenge:
Opening the door to a prospect and converting them to a lead is the key. This allows a relationship to form which, if well managed, should impact on a buyer’s decision at the time at which a sale actually becomes a possibility.
Getting through gatekeepers and reaching the right person poses the first challenge. Subsequently presenting a message that grabs their attention is another. C-level executives (CIO, CEO, CFO) and IT directors in large enterprise (1000+ seats) that are potential new acquisition opportunities were the primary targets. A secondary stream comprising the positions which may influence purchase decisions from within, such as finance directors and HR directors, were also targeted.
How we did it:
Using Lenovo’s recent success at CES 2014 as a proof point of their position as the number one PC company in the world, we crafted a highly personalised campaign using these accolades to open the reader’s minds to the potential of working with Lenovo.
For maximum impact, the communication came from the managing director of the company, who introduced himself and explained how proud he felt of the products and the recent awards at CES. A personal trial of the award-winning products was offered, with an exclusive complementary offer for a small group of carefully selected senior decision makers.
Using both internal and external lists, data was consolidated then segmented by industry vertical and customer potential. This allowed the creative to contextualise product features and convincingly show the brand’s specific plus-points for that particular customer within their industry type.
- The campaign was streamed, with two offers running across five industry verticals, and was split tested between a personalised 3D DM, flat DM and eDM.
- Personalised URLs led the reader to a website populated with information based on their vertical, offer and most relevant products, as well as addressing them personally.
- Pivotal to the campaign’s success was the follow-up which comprised both eDM and telephone communication.
With 150% of target achieved, this campaign opened up a huge channel of prospective sales with both short and long term potential.
Tania Pougher, Former Managing Director
THE RESULT
150% of target
Opening the door to a prospect and converting them to a lead is the key. This allows a relationship to form which, if well managed, should impact on a buyer’s decision at the time at which a sale actually becomes a possibility.
Getting through gatekeepers and reaching the right person poses the first challenge. Subsequently presenting a message that grabs their attention is another. C-level executives (CIO, CEO, CFO) and IT directors in large enterprise (1000+ seats) that are potential new acquisition opportunities were the primary targets. A secondary stream comprising the positions which may influence purchase decisions from within, such as finance directors and HR directors, were also targeted.
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