System Integrator
An account-based campaign with direct mail elements.
Challenge
The client is known for its aggressive sales approach, which has alienated some current customers and made it difficult to attract new ones. SellPromo was tasked with exploring opportunities to collaborate with target companies, identifying current IT infrastructure issues and needs (with a focus on virtualization), and setting up meetings with potential clients' IT directors. The key requirement for the interactions was to create a loyal perception of the client among decision makers. In addition, the client wanted to reconnect with dormant and lost customers.
Solution
Since the client provided a list of target companies to work with, it was decided to conduct activities within an account-based framework. This involved studying the context and needs of each company and creating personalized interactions. Gamification was used as a tool to build loyalty during the initial communication - a teaser that involved overcoming easily surmountable challenges (including creating pleasant emotions during the process) with a personal reward at the end.
Implementation
In the preparatory phase, an in-depth study of the IT needs of the target companies was carried out. This included reviewing their RFPs, job postings, press releases and news, market rumors, and interviews with key personnel. For each company, IT policy makers and key decision makers were identified. Based on this research, a generalized matrix of issues and expectations was created for all target companies. Based on this matrix, engaging copy, personalized emails, a landing page, and call scripts with decision makers were created to set up potential meetings.
