Tag: Lead Generation
Clearing old poorly qualified opportunities from your sales pipeline has been one positive result from recession. Now, as business starts to pick up you will want to maintain pipeline discipline. More..
Posted: September 18th, 2009 / No Comments /
Blame. When targets are missed, sales and marketing professionals are expert in deflecting criticism. Sales managers and executives have great fun complaining about poor lead quality and spend hours telling stories of wild goose chases where there was no chance of a sale More..
Posted: September 7th, 2009 / 3 Comments /
From the moment we wake to the moment our heads hit the pillow we are exposed to millions of messages encouraging us to spend our hard earned cash. So, it’s not surprising that we have become advert hardened. More..
Posted: August 10th, 2009 / No Comments /
Generate Real Business Opportunities
Sales professionals hate poor leads. And with good reason; it wastes valuable selling time. Poor leads compromise commissions, targets and possibly jobs. Unfortunately the recession has had an adverse effect on marketing More..
Posted: August 3rd, 2009 / No Comments /
Is Your Website Working Hard Enough?
Despite significant investment, websites are possibly the most commonly misused marketing tool. Well designed and full of functionality many organisations are truly proud of the image the company website projects. More..
Posted: July 28th, 2009 / 8 Comments /
Winning new business is always challenging. So when social networking: Twitter LinkedIn, Facebook and others offered an innovative way to attract customers, heads were turned. More..
Posted: July 13th, 2009 / 1 Comment /
Generating New Business For Retail Manager
Retail Manager is an award winning retail communications solution that has over 10,000 users. It is a browser-based application which automates communications, information distribution and access to corporate information.
At the end of 2008, when Retail Manager wanted their digital marketing campaigns launched, retail was being hit hard by the tough economic conditions. Retail Manager knew retailers needed to increase their store efficiency and they had the solution. However it needed a cost effective way to deliver this message and a message that would portray Retail Manager as thought leaders in the marketplace.
APM Digital developed a series of emails, white papers, microsites and ROI cost calculators focused around a theme of ‘Resilient Retail’. The content provided retailers with strategies to increase store effectiveness and at the same time position Retail Manager as the company with the solution to these strategies.
Retail Manager’s campaigns went to a group of around 1,000 people. The campaigns had an average open rate of 38% (the industry average is 15%) and average click through rate of 42%
Posted: July 2nd, 2009 / No Comments /
PFIKS Winning in Government Case Study
Securing government business can be very rewarding; contract values are large and payment is guaranteed. But these riches are not easily surrendered. Existing suppliers guard their relationships carefully; the size and complexity of departments make identifying decision makers demanding, political sensitivities need to be recognised and managed. Winning government business takes careful planning, detailed knowledge and time.
PFIKS’ collaboration suite (Intelligus) was being piloted by a senior project director in BERR (formally the DTI). It significantly improved business process. Projects were completed in a fraction of their traditional time. However, little was known about the system. To win more business, PFIKS needed to inform and educate all BERR project managers. They also needed to identify key decision makers and influencers.
APM Digital’s experience in key account campaigning was crucial to PFIKS success. We designed a multi-part integrated digital campaign which positioned PFIKS as a thought leader. Creating the main messages was only part of the answer. Our copywriters produced white papers, case studies, fact sheets and business case calculators in ‘government speak’. We segmented our extensive opt-in public sector database to target project managers and suspected decision makers in BERR. Viral elements of the email campaign uncovered other influencers in the department.
Within three weeks PFIKS the campaign had delivered several successes: sales professionals were catapulted over ‘gatekeepers’ and into meetings with major decision makers, further business was secured and the department is currently considering rolling out PFIKS’ Intelligus system to all project managers.
“We are delighted with the results, Intelligus is now well known and its benefits understood by the department. The APM Digital campaign delivered in a matter of weeks what would have taken us over 12 months to achieve.”
Paul Thompson (CEO PFIKS)
Posted: July 2nd, 2009 / No Comments /
Selling In The Information Age
In a recession you need to recognising poor sales performance fast. However many companies fail, not because they don’t know what good performance is but because accurate information on poor performance is difficult to obtain. More..
Posted: July 2nd, 2009 / 1 Comment /