Introduction
Introduction
CITB is the industry training board for the construction sector in England, Scotland, and Wales. They’re responsible for helping the construction industry attract talent and to support skills development to build a better Britain.
They are an executive non-departmental public body in charge of their budget and activities. CITB’s overall goal is to support the construction industry to have a skilled, competent and inclusive workforce, now and in the future.
Campaign Overview
CITB maintained a vast database of more than 25,000 industry contacts. However, over time, the data’s accuracy declined, reducing its effectiveness. Without maintenance, an email database can decay at a rate of 2% per month.
CITB engaged with Beanstalk to assist them with updating a database of contacts. This would empower CITB to have a list of contacts that were easy to segment and identify cross-selling opportunities.
Beanstalk had to deploy a telemarketing strategy. It needed to validate existing contacts, capture accurate emails, and find new, relevant contacts and their emails. Also, it was essential to profile each account to ensure they met CITB’s classification criteria.
Campaign Overview
CITB maintained a vast database of more than 25,000 industry contacts. However, over time, the data’s accuracy declined, reducing its effectiveness. Without maintenance, an email database can decay at a rate of 2% per month.
CITB engaged with Beanstalk to assist them with updating a database of contacts. This would empower CITB to have a list of contacts that were easy to segment and identify cross-selling opportunities.
Beanstalk had to deploy a telemarketing strategy. It needed to validate existing contacts, capture accurate emails, and find new, relevant contacts and their emails. Also, it was essential to profile each account to ensure they met CITB’s classification criteria.
The Process
The Process
Beanstalk, a trusted partner, collaborated with CITB’s data quality and CRM team to rejuvenate the database. Together, we designed a solution addressing current data decay and laying a foundation for future resilience.
A telemarketer from our Apprenticeship and Training team was assigned to call on the campaign for 60 sessions over the space of four weeks. To maximise efficiency, a robust pre-campaign brief meeting took place to allow the telemarketer to gain a stronger understanding of CITB’s proposition.
Working closely with CITB’s data stakeholders, Beanstalk thoroughly examined the data structure and format. They developed a classification criterion specifically tailored to CITB’s needs, enabling the marketing team to customise their communications for different audience segments.
Navigating complex data rules and regulations, Beanstalk ensured compliance at every step. Regular meetings with the project steering committee and timely status reports kept all CITB stakeholders informed and engaged.
The end result was a 100% compliant database of over 25,000 contacts which was invaluable to CITB, enabling them to create a highly targeted marketing campaigns moving forward.
The Outcome
This was a sensitive project that required robust management to ensure standards compliance and data integrity. I congratulate Beanstalk on both counts.
Head of Compliance, CITB
The Outcome
This was a sensitive project that required robust management to ensure standards compliance and data integrity. I congratulate Beanstalk on both counts.
Head of Compliance, CITB
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Let us share our experience generating leads in your sector and provide a bespoke proposal for delivering an ROI-focused lead generation campaign.
