Beanstalk know how to find and develop high-value sales opportunities that match our business requirements. Everything is managed in-house which give us confidence that the high-quality results we’ve experienced so far will keep coming.
Mark Burns, Director, Rio IT
Introduction
Rio IT is a professional IT service provider who offer a full and comprehensive range of IT services designed to provide complete security, increased productivity, and a reduction in operating costs. Rio IT has been operating for 20 years and has a regional client base operating across East Anglia and London.
The Goals
- Use telemarketing as the primary lead generation technique to identify opportunities that are sales-ready, with an active project or requirement for Rio’s solutions
- Develop a qualified database of key contacts at businesses that match Rio’s ideal customer profile
- Implement a lead nurturing programme that raises and maintains awareness of Rio, drives an increase in website traffic, and ultimately generates inbound leads
- Enhance Rio’s credibility, by developing their content library
The Strategy
During Rio IT’s 20-years of business, they have experienced continued success and growth via customer referrals. While referrals are an important part of business development plans, generating leads from referrals alone presented limitations to the business’s growth ambitions. The company therefore recognised the benefits of outsourcing their lead generation and business development.
In the past, Rio IT had tried implementing marketing strategies in-house, the result of which had been inconsistent and often poor. But with an ambitious growth target, and a lack of know-how in lead generation, Rio IT chose Beanstalk as their professional marketing service provider, as they could clearly demonstrate success in the IT sector.
A senior Telemarketer with significant experience in generating leads for IT service providers was assigned to work with RIO. Even after an extensive briefing, a regular weekly feedback session took place as part of Beanstalk’s continual development process.
Supported by detailed analysis and reporting, this enabled Beanstalk and Rio to understand the size and sectors of businesses that were most responsive to Rio’s proposition.
In addition to the telemarketing, an integrated lead nurturing programme was developed, where content was created and shared across email and LinkedIn. This supported the telemarketing by increasing brand awareness and therefore increasing the ratio of calls that result in a positive engagement.
The Results
Rio IT initially signed up to use Beanstalk’s services for a 4-month pilot program. Within this period Rio secured one large new client with a significant customer lifetime value and had several other leads that were quoted, where negotiations were progressing.
The content marketing was also effective in its objective of creating brand awareness; by the end of the initial 4-month trial period website visitors had increased by 75%, and page views by 120%.
With a strong pipeline of opportunities – from early stage through to active sales opportunities, Rio had the confidence that the strategy and team at Beanstalk were able to drive their long-term business development plans and extended the campaign to run on a rolling on-going basis.
“We are delighted with the results of the campaign. Beanstalk’s understanding of our proposition and where we can add value to customers has proved invaluable and I believe this is just the beginning of a long-term relationship.”
Mark Burns, Director, Rio IT
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