Establishing a new ABM programme for a division of a £20 Billion telecommunications giant
Network Sunday delivers an ROI within 3 months and establishes a new integrated ABM strategy to support a growing team of enterprise salespeople.
The Client
The client is a successful £350 Million turnover communications business, part of a massive £20 Billion enterprise with business and consumer clients all over the world. They are specialists in providing IT networking and world-class data centre services and have gold partner certifications with leading brands such as Cisco, HP, SAP, Oracle, Avaya and Nortel. Having previously supported the client's head of marketing at one of her previous organisations where strong ROI had been demonstrated, Network Sunday was approached to assist with sales lead generation.
The Challenge
The client had ambitions to penetrate 220 key target accounts across a range of industries including Pharma, Financial Services, Software, Technology, Retail and more.
With service offerings covering Networks, Hosting & Cloud, Communications, Contact Centres and ICT Services the immediate challenge we faced was deciding which proposition to lead with.
The goal for the marketing team was to run a programme that would capture the attention of senior technology buyers in Ireland, UK and North America and establish sales qualified leads SQLs for 7 salespeople.
The Solution
Network Sunday consulted with the client sales and marketing team to understand the market and the current industry trends. It was clear that there was significant technology disruption and operational transition in the network services area.
It was agreed that the focus of the first campaign should be about the transformation of network infrastructure. Network Sunday implemented a targeted ABM outreach solution, securing interviews which leveraged our content brand TechPros.io. We arranged follow on meetings with a number of interviewees who shared great insights and demonstrated an interest in our client's solutions.
The Result
Within a few months, we had secured 30 interviews with senior technology leaders from leading organisations in Europe and North America over a dozen meetings for the sales team, 5 solid sales leads and initial sale that would cover a year's worth Network Sunday's costs. Following a successful pilot, the client has extended the programme with joint ambitious plans to deliver 40 SQLs within 12 months. The service has expanded to cover content marketing and virtual events, the current campaign has been extended with 2 more campaigns being developed in parallel. We have also been introduced to other sales teams within the business who are keen to roll out Network Sunday's ABM strategy.
Collaboration
Thought Leadership theme development, interview design, market engagement plan
Interviews
Thought-provoking and stimulating C-level interviews and follow on discussions
Content
eBooks, articles, videos, podcasts with market opinions and valuable insights
Roundtable Events
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.
Sales Success Demands Relentless INNOVATION
Office Address
Network Sunday Mocatta House, Trafalgar Place, Brighton BN1 4DU United Kingdom Tel: +44 (0)1273 256 495