Traditional methods were simply not generating results. High volume cold calling and EDM were producing diminishing returns. Our peer to peer approach was the solution this brand needed.
We defined, created and qualified large numbers of audience segments (key influencers and decision makers) mapped back to active participants in our program.
The program ran through three stages over 24 months:
Key people we worked with in the program were:
- The regional MD driving awareness with senior stakeholders via a thought leadership focused content marketing campaign
- The set of 5-8 Account Executives "at the coalface" generating new business and managing their existing books
It was very important to develop audience segments with a level of granularity that we could match to each Account Executive's region, areas of expertise and capacity. We complimented a high number of very specific lists with the broader target segments of the Managing Director, who was reaching out and engaging senior influencers and business owners at an industry level across the region.
This approach ticked a few boxes for the client:
The program involved a key handover point from us to the client Account Executives, as well as various points at which sales activities can take place.
We supported the Account Executives with:
Collaboration with the Account Executives was extremely important, both to understand live feedback from their meeting with leads and to ensure that we provided updates in a relevant, timely manner.
In addition to the focus on optimising the flow through the sales pipeline, we encouraged the Account Executives to share the Thought Leadership content from the Managing Director, with a relevant opinion for their own specific target audience segment. This created a regular cadence of relevant, thought provoking content across the team that connected the brand position in market with the local concerns of the prospects we were engaging.
The program involved a key handover point from us to the client Account Executives, as well as various points at which sales activities can take place.
We supported the Account Executives with:
Collaboration with the Account Executives was extremely important, both to understand live feedback from their meeting with leads and to ensure that we provided updates in a relevant, timely manner.
In addition to the focus on optimising the flow through the sales pipeline, we encouraged the Account Executives to share the Thought Leadership content from the Managing Director, with a relevant opinion for their own specific target audience segment. This created a regular cadence of relevant, thought provoking content across the team that connected the brand position in market with the local concerns of the prospects we were engaging.
