Lead Generation and Persona Mapping and Key account targeting
With a refocus on the EMEA region a client of ours wanted to engage our services on a purely lead generation basis, driving some engagement in a large new market was their primary objective.
The challenge: Many security buyers tend to be conservative rather than being proactive in the way they approach security, innovation in the space tends to be avoided as a robust and experienced security solution is the preferred path for most companies.
The main focus was obviously someone who was great on the phone, a database of security specialists at companies across the UK. Then we used the decision engine to search for people who had attended events in security over the last few years alongside researching some of the major industry issues from the last few years (Weaponisation of data, IOT devices in the corporate space, consumer cdevices and the potential issues from flexibble working devices).
While the campaign started off slowly, we eventually got some major scalps for them, including Oracle, Bank of England, and Some global Telecoms providers.
From the responses to the telemarketing campaign we knew that the audience was interested in resilience, but apathetic to new untested solutions. This led to a specific scenario crafting alongside a Persona creation campaign that allowed us to hone in on the right message for the right prospect in real time. This enabled us to spend more time targeting the right prospects, with a proven message that really resonated.
The short term outcome was more leads, the long term is a pipeline that runs into the 9 months space that will provide an influx of opportunities that we can manage going forwards.
What we found was that in utilising industry relevant knowledge (news of the day, the companies breaking news and other more specific knowledge from the Decision Engine we could actually demonstrate the validity of the new platform and represent it in a way that was respectful of the decision makers time, but was also a conversation for them with someone who knew their industry and the issues they were facing.
This understanding of the audience is a key part of what kingmaker do, not everyone is going to be impressed by a deep knowledge of industry gossip and the fact that the CEO wanted a new ruling from the governance team around cybersecurity as the shareholders had identified weaponised data as a threat .
Some audiences are going to want to talk about how quantitive analysis is being challenged by data scientists, or how access prevention and intrusion detection is being driven by more political factors that are now more and more out of the control of lobbying firms, or how depressed markets utilise R&D resources less and bullying is not the best way to get in front of customers.
All of those are discussions that our people have had that we have initiated as result of the information from our decision engine and our teams experience. Our services help prospects rise above the noise and really stand out from the crowd.