Beanstalk develop a qualified prospect database of UK exporters whilst generating 200+ leads

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Introduction

UK Export Finance (UKEF) is the government department that works with companies, banks and overseas buyers to support financing of UK exports and investments across the world, by sharing financial risks that the private sector is unable or unwilling to accept on its own.

Our decision to partner with Beanstalk was based on their robust processes, a solid history of achievement and the professionalism of the team at every level of the organisation.

Campaign Objectives

  • To build a contact-level database of UK exporters that are UKEF’s target market
  • Generate 200 qualified referrals to its team of Export Finance Advisers with businesses that have a current export financing need or project

The Strategy

With low market awareness of UK Export Finance (UKEF) and the services it provides to support businesses, Beanstalk recommended that a contact-level database was developed which UKEF could use in future marketing initiatives.

A profiling exercise was undertaken to understand and identify UKEF’s potential target market, using criteria such as business type – capital goods, aerospace and petrochemicals – and turnover, which identified a pool of 20,000 businesses that could potentially have a requirement for UKEF’s support.

With a complex range of products and solutions, it was vital to UKEF that Beanstalk’s team could articulate its proposition effectively, whilst qualifying potential future and immediate needs.

A detailed brief was developed, with the telemarketers undertaking an internal brief from Beanstalk’s Project Manager which was followed by the session run by UKEF. This dual-briefing process was successful in allowing the team to assimilate the initial information, role-play various scenarios and then gained greater value from UKEF’s follow-up training session.

A dedicated inbound campaign response line was set-up, which allowed the telemarketers to leave a message with prospects they were calling and field call backs. This was vital as UKEF’s target market were Director or Senior Finance professionals, who would often not be available to speak at the time the telemarketer made their initial call.

The Results

  • 211Leads Referred to UKEF
  • 1,300Future Lead Identified
  • 7,500Decision Maker Conversation

In addition to identifying the right contacts, Beanstalk qualified whether they currently exported, the frequency, value and regions exported to. This data had significant value to UKEF as it enabled its field-based Export Finance Advisers to gain insight into the key exporters in their respective regions, whilst allowing UKEF’s central marketing team to develop tailored marketing campaigns.

“Our decision to partner with Beanstalk was based on their robust processes, a solid history of achievement and the professionalism of the team at every level of the organisation. Our meticulous selection process paid dividends, with a well-managed service and a great campaign performance.”

Campaign Project Manager, UKEF

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