CRM Lead Generation for CRM 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
With many Insurers vastly underwhelmed by the impact, and in many cases poor ROI, of Customer Relationship Management (CRM) solutions the vendor faced a significant challenge to deliver new CRM business in the sector.
The vendors CRM for Insurance solution enables organisations to design a powerful customer journey and intelligently exploit the latest CRM technologies. The solution helps Insurers to get a complete 360-degree view of customer data and increase the number and quality of customer interactions whilst offering the customer one consistent, easy way to interact.
Martrain were commissioned by the vendors Marketing Manager to engage with C-level decision-makers in 80 Large Enterprise (LE) accounts in the insurance sector. The aim was to engage in a theoretical discussion about how Insurers could reshape their businesses to put the customer at the heart of everything they did.
Working with the vendors Solution Experts, Martrain developed a set of campaign messages that would enable them to engage in “thought leadership” conversations about how to improve the customer experience.
Aware that many senior IT executives would be wary of claims made by CRM vendors Martrain targeted activity at functional business heads across Marketing, Sales, Distribution and Operations.
The Results
A total of 19 qualified opportunities were generated during the campaign all without mentioning the term ‘CRM’. 13 of the 19 opportunities related to immediate requirements.
All 80 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.