Building pipeline with Enterprise target accounts through an innovative, ABM, Thought Leadership-Led engagement strategy
The client is a billion-dollar global technology services business, working with Fortune 2000 companies to help them achieve business agility, competitive edge, and growth. With an AI-first consulting approach, they enable their clients to experience transformation, leverage connected operations and reimagine IT infrastructure with core modernisation.
Network Sunday was referred by a senior business leader working for this client who had previously experienced a successful 2 year engagement with Network Sunday at a major financial technology company. An x£Million deal was closed for this organisation with a retail giant as a direct result of Network Sunday’s lead generation services.
The challenge was to establish relationships with senior technologists from 30 enterprise target accounts within one industry group. Engaging the C-suite and their key influencers to identify opportunities to engage is a challenge faced by all Network Sunday’s clients and this was no different. Given the greater impact, the client was only interested in face-to-face meetings and was prepared to travel anywhere in Europe as long as the prospect was suitable (this was prior to the pandemic).
As part of a pilot programme, working very closely with the client Network Sunday developed a thought leadership theme which explored the growing influence of disruptive technologies in the chosen industry sector. The questions were specifically geared to uncover insights for an eBook which could be used to re-engage the market once written. Network Sunday identified specific leaders within the target accounts and reached out to secure interviews. The objective was to create a piece of content that would be valuable to the market and identify possible opportunities to engage with interview participants who could benefit from the services offered by the client.
37 interviews were conducted in a 3 month period and meetings took place with 10 senior technology leaders across Europe with 7 out of the 10 moving forward to second meetings. Given this success, the pilot has now progressed to an annual programme which is ramping up and generating a steady stream of meetings helping 6 salespeople across 2 industry groups meet their sales targets. This year Network Sunday will deliver 40 C-Level sales, produce 4 eBooks and several virtual roundtable events.
Thought Leadership theme development, interview design, market engagement plan
Thought-provoking and stimulating C-level interviews and follow on discussions
eBooks, articles, videos, podcasts with market opinions and valuable insights
Talk through industry challenges, share ideas, establish new relationships
Meetings, Referrals, Proposals = £ Revenue
Network Sunday partners with technology and professional services businesses to plan and deliver annual thought leadership programmes. The process involves engaging conversations with hundreds of senior business and technology leaders from your market on current topics of interest. Many of these lead to exploratory sales conversations and referrals for sales to convert into revenue.
Through our content brand TechPros.io we produce and publish eBooks, articles, videos and podcasts which feature and accredit participants, just like we have done here. We also moderate C-level roundtable events where participants meet in person to talk through industry challenges and share ideas.