Ingram Micro

Increasing Quality Leads in a Changing Market

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The Client

Ingram Micro had been marketing EMC VSPEX through a consistent series of campaigns spanning two years. Changes in the market, however, meant that a need was identified for a fresh approach. They turned to Raw for help.

The objective was to uncover untapped opportunities with current clients, identify new clients, and help nurture prospects through the early stages of the sales process.

The Challenge

Ingram Micro had been marketing EMC VSPEX through a consistent series of campaigns spanning two years. Changes in the market, however, meant that a need was identified for a fresh approach. They turned to Raw for help.

The objective was to uncover untapped opportunities with current clients, identify new clients, and help nurture prospects through the early stages of the sales process.

The Campaign Solution

First, Raw conducted market research via telemarketing to 470 current clients in the SMB space to identify what the main pain points were within the market.

These results helped guide a new strategy incorporating new messaging, to ensure future communications would resonate with the target audience.

Using this new Intel, a custom-designed campaign was devised, incorporating telemarketing, product training and email to nurture current clients and approach 600 new contacts that were segmented from an opt-in data list.

A mature, trained and thoroughly briefed telesales team with considerable market experience ensured the brand was promoted professionally. Each RAW telesales specialist worked closely with Ingram Micro, providing an extended and reliable sales team.

Weekly lead reports were provided to Ingram Micro to enable them to promptly action any prospect needs, with a final campaign summary that detailed the results and made recommendations for future activities.

The Outcome

62 new opportunities were identified over three months. Of these, 42 came from a nurtured client list, and 19 from new contacts.

The Feedback

“Our relationship with RAW has thrived because they exceed our expectations time and again. The combination of strong design, considered strategy and knowledgeable telesales experts greatly contributed to the success of the campaign.”

Lee Edgerton, Marketing Executive, Ingram Micro

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