Award winning Public Sector Lead Generation for ERP Vendor
The Client
Martrain has established a long term partnership with the vendor, working consistently with the ERP giant over the past decade to deliver hundreds of successful lead generation and account profiling campaigns across their entire IT solutions portfolioThe Campaign
Back in 2001 the vendors Public Sector footprint was minimal and, despite some successes in Local Government, they had made little progress in the Central Government sector. The introduction of the UK’s E-government programme and related Gershon efficiency targets created a unique window of opportunity.
The vendors Public Sector Marketing Manager commissioned Martrain to research and build a live database of Central Government back office system requirements. The departments being specifically targeted included the DETR, DfEE, DSS, DTI, Foreign Office, HM Customs & Excise, HM Treasury, MAFF, Inland Revenue and the Home Office.
The overall aims of the campaign were to:
• Provide an accurate picture of specific back office IT requirements.
• Raise the vendors brand awareness.
• Identify key DMU’s within governmental departments with whom long term relationships could be fostered.
• Identify current providers of IT systems and services.
Working closely with the vendors Public Sector marketing team and Central Government Account Managers Martrain fully profiled each departments structure and buying centres, business issues and drivers, and existing back office IT systems and strategies.
The Results
Martrain identified 30 IT system requirements with a pipeline value of several hundred million pounds. In addition an accurate database of over 450 senior IT and Business decision makers was created. As a direct result of this exercise the vendor revised its central government business plan, and marketing strategy, and have since made significant inroads into the sector.
The campaign earned Martrain a Gold award at the Marketing Direct Intelligence Awards.
Today the vendor has over 45 local and central government customers including HM Customs & Excise, the DVLA, the Metropolitan Police, Ordnance Survey, Forensic Science Service and Transport for London.