Key Highlights
- Compelling campaign message of “let us handle the staffing burden” of building your own IT department as compared to an outsourced solution
- Extended sales reach with Account Based Marketing (ABM) strategy to “soften ground” with prospects previously not open to the outsourcing topic
- Improved quarterly leads pipeline by 27% without having to add new sales head count
Services
Account Based Marketing, Brand Positioning, Copywriting, Direct Mail, Print Collateral, Sales Enablement
Challenge
The IT outsourcing model was a proven one in the industry but there were still some target accounts that Source Direct wanted to work with that had a skeptical perception of the outsourced arrangement. Prospects in this category believed that if the employees weren’t on their team then they couldn’t control their productivity and accountability.
Solution
Expose prospects to more of the challenges and costs of in-house IT versus outsourced teams. The messaging and creative execution needed to help prospects see the ROI and even the “ROE” (Return On Energy) they would gain because of the complexity and continuous professional development required for a highly technical workforce.
- Campaign had multiple touchpoints including a direct mail postcard, followed by email marketing with same visuals for recall and personalized URL to track click throughs and expressions of interest
- Trade show booth design incorporated campaign visuals and messaging to extend reach
Results
- 27% increase in sales leads from targeted accounts that opened the door to the outsourcing conversation
- Marketing muscle allowed company to avoid adding salespeople and gain higher productivity from existing sales team
- Sales success opened the door to this client being acquired by larger IT rival