ABM: Targeting a Leading Hi-Tech Company Generated 60+ Leads in 6 Months
ABOUT THE CLIENT:
Ranked among the biggest IT Company in the world, the client is one of the Top 3 Indian IT, Consulting and Outsourcing Company. Client’s strategy for the year was to increase their business in Named Accounts. Client’s team was working with a leading Hi-Tech company but only had a small presence. The client wanted to grow it aggressively. They were looking for ways to add other business units and divisions.
At the end of March 2015, they turned to Beyond Codes to create a customized approach for complete penetration and generating traction / inroads within its Named Account in four locations in the US.
Beyond Codes launched the focused Named Account campaign to Harpoon Client’s Whale. The typical duration was up to 1 year that included detailed profiling of named account and minimum 80 touchpoints through Beyond Codes different suite of offerings.
A dedicated team, comprising of Scouts (Pre-Sales Team), Oarsmen (Subject Matter Expert), Harpooner (Salesperson), Lead Generator, Database Expert, QA and Delivery Manager, understood the objectives of the campaign, the sales pitch and the value proposition. Each member of the team was carefully defined a role to play in capturing the Must Have Account. A dedicated resource “Buddy” fully trained in Client’s value proposition was aligned with Client’s Harpooner.
The Scout focused on mapping, gathering market intelligence and creating dossiers, charts on the target account on their business, strategy and technology aspects. The Database Expert built a target list of 200 Decision Makers and Influencers within the CIO office of the named account. With this targeted list and scouting information, Beyond Codes launched the Named Account campaign. Leveraging our best practices, we offered an integrated approach for deep penetration into named account that included – Contact Discovery, Sales Intelligence Research, Competition Mapping, Appointment Setting, Lead Nurturing, Events, Key Contact Profiling, Social Media Tracking, Surveys and Interviews.
Through a well-oiled Inch Wide Mile Deep Strategy and our Call Smart Model, we fixed multiple face to face and con call meetings with CXO-VP-DIRECTOR level of Application Development, Infrastructure, CRM, QA, Testing, Big Data, Mobility, Business Analytics, BI, Data Warehousing and others. There was consistent communication of relevant and engaging information through follow-up calls and emails over a well-defined timeline, to build strong relationships with key people at the named account.
Within a period of 6 months, Beyond Codes generated 60 high impact meetings for the client in its Named Account –followed by Lead Nurturing by setting up follow-up discussions.