More than 200 high-value conversations with tightly-focussed target market; Thirty-one organisations attended seminar or were personally visited by Maclean staff; Pipeline of well over $600,000 from campaign, costs of $3000; Exercise combined resources and people from Maclean, IBM and Datastor and has resulted in closer communications and enhanced relationships.
At a Glance
Maclean organised a series of ‘Virtualisation on Steroids’ seminars for the mid-market; Maclean worked closely with IBM marketing team, Datastor and JustOne creative to create a validated hit list, compelling seminar content, impressive collateral and a thorough follow-up process; Sent out approximately 300 invitations, followed up with 200 personal telephone conversations, interacted with 31 organisations (a 10 percent hit rate, excellent results) and uncovered 19 potential opportunities for a pipeline of more than $600,000.
Attracting the attention of busy executives, presenting the value-proposition of a particular solution and then closing the deal is what marketing is all about. MacLean’s ‘Virtualisation on Steroids’ initiative achieved all three goals. Through a mix of imagination, follow-ups and, of course, a fascinating and cost-effective technology, Maclean introduced a the benefits of virtualisation to an entire market segment with a single marketing initiative. The $600,000 plus pipeline is proof that smart marketing works.
—Raymond Skoglund, channel manager IBM New Zealand
In conjunction with Datastor and IBM, Maclean developed a campaign focussed on Auckland’s midmarket specifically designed to educate CIOs and IT managers about the next steps of virtualisation and how IBM can improve the overall performance and management of their systems. The campaign was titled Virtualisation on Steroids.
The best way to achieve a balance between education and ‘closing a deal’ was to utilise the expertise and the resources available at the IBM demo centre. Maclean offered the prospects a relaxed atmosphere to openly talk about their IT needs and pain points - not a forum - but a place to share. The seminar series was pitched as a chance for the target audience to get out of the office and talk IT with like-minded IBM experts.
Maclean ran the campaign as a Technical Briefing series over a six-week period. This gave the prospects plenty of options in terms of times slots to attend and reduced the barriers to engagement.
When the concept was finalised, Maclean and JustOne created a simple but targeted direct mail piece to get the executive’s attention. The mailing was done in a staggered fashion over a couple of weeks to manage the attendees and allow for effective and timely follow-up calling. The day before the event, reminder calls were carried out to reduce the number of no shows and to ensure the campaign ran as smoothly as possible.
The end result was more than 200 high -alue phone conversations with the target market, positioning IBM and Maclean as the right partner for them. Thirty-one people either attended or were visited by Maclean / IBM team over a period of two months and Maclean now has a pipeline of $650,000 for 2011.