Information Management Lead Generation for BI Vendor

 

The Client

Martrain has established a long term partnership with this vendor, working consistently over the past decade to deliver hundreds of successful lead generation and account profiling campaigns across their entire IT solutions portfolio.

The Campaign

The vendor’s strategic acquisition of a well known BI company, completed in early 2008, created a new, innovative portfolio of enterprise-wide business intelligence products including the vendor’s improved portfolio of Information Management (IM) solutions.

IM comprises data services, integration and quality tools alongside master data and metadata management. IM solutions enable organisations to deliver integrated, accurate and timely data, both structured and unstructured, across the enterprise.

Martrain were engaged by the vendors CIO Audience Marketing Manager to raise the solutions profile within 35 Large Enterprise (LE) accounts comprising existing customers across multiple sectors. In addition to generating new sales opportunities the campaign was to act as a test bed for IM marketing and sales messaging.

The original brief to approach both IT and Procurement functions with a broad ‘Information Management’ message struggled to produce the required traction from the campaigns outset. Martrain’s past experience delivering campaigns for vendors in information and data management fields enabled them to swiftly realign the approach in two key ways.

• The focus was shifted exclusively to the IT department with the Heads of Data Management and Data Architects as the chosen targets.
• The messaging was subtly altered to a more focused Data Management proposition around issues of data quality and master data management.

By approaching IT exclusively and presenting a solution to current pains Martrain were maximising time spent with decision makers involved in active or planned initiatives like data migrations, re-architectures or strategic IM reviews.

The Results

Following early success the campaign was extended from 35 to 41 LE accounts.
A total of 11 qualified opportunities were generated during the campaign.

• 5 opportunities with budgeted projects to begin solution evaluation within the next 6 months.
• 6 opportunities to begin solution evaluation within the next 7-12 months.

All 41 target accounts were qualified and a comprehensive Account Profile report produced for each providing the Account Managers with a highly informed and strategic platform to sell at senior level within each account.

<< Back