Introduction
Introduction
Established in 2012, Eiger FX Direct is part of the Eiger Group. They specialise in international payments for SME’s and institutional clients.
With a commitment to sophisticated API technology, they can offer their clients a comprehensive suite of currency products in order to help them manage their currency risk and international payments – either online or through one of their experienced dealers.
Campaign Overview
The sales and marketing activity that Eiger FX Direct has historically used to generate opportunities and secure new business had enabled them to become successful. However, it was recognised that both the market, and buyers had changed, and that to deliver the next stage of growth, a new strategy had to be deployed.
The overarching campaign objective was to generate an ongoing flow of new business opportunities and qualified face-to-face appointments. It was established that Eiger FX’s ideal opportunity would be with organisations who are completing more than £50k FX per month.
Beanstalk proposed an integrated marketing approach for Eiger FX Direct that enabled them to not only identify and engage decision makers within their target market but also nurture and develop these relationships so that they became genuine sales opportunities.
Campaign Overview
The sales and marketing activity that Eiger FX Direct has historically used to generate opportunities and secure new business had enabled them to become successful. However, it was recognised that both the market, and buyers had changed, and that to deliver the next stage of growth, a new strategy had to be deployed.
The overarching campaign objective was to generate an ongoing flow of new business opportunities and qualified face-to-face appointments. It was established that Eiger FX’s ideal opportunity would be with organisations who are completing more than £50k FX per month.
Beanstalk proposed an integrated marketing approach for Eiger FX Direct that enabled them to not only identify and engage decision makers within their target market but also nurture and develop these relationships so that they became genuine sales opportunities.
The Process
The foreign exchange market is mature and highly competitive. Eiger FX engaged Beanstalk to develop and execute a strategy for an integrated marketing and lead generation campaign that would enable Eiger FX to meet its ambitious growth plans.
The strategy involved a combination of content creation, prospect data, lead nurturing technology and a highly experienced telemarketer calling 3 days a week to generate sales-ready leads.
Beanstalk developed a content plan for Eiger FX, using their internal marketing resource to write a series of articles and guides. A database of finance contacts and company Directors in businesses that made international payments to prospective customers was purchased, which was further enriched with contacts and email addresses through making telemarketing calls.
Marketing automation technology was deployed, to share content via email and social media, whilst tracking and scoring all interactions prospects had with the content and Eiger FX’s website.
The marketing automation technology enabled behavioural-based campaigns to send prospects highly personalised content based on their previous interests.
It also provided a warm prospect list for the telemarketers to call; these prospects were prioritised and were 13 times more likely to convert to a lead than traditional cold calling.
The Process
The foreign exchange market is mature and highly competitive. Eiger FX engaged Beanstalk to develop and execute a strategy for an integrated marketing and lead generation campaign that would enable Eiger FX to meet its ambitious growth plans.
The strategy involved a combination of content creation, prospect data, lead nurturing technology and a highly experienced telemarketer calling 3 days a week to generate sales-ready leads.
Beanstalk developed a content plan for Eiger FX, using their internal marketing resource to write a series of articles and guides. A database of finance contacts and company Directors in businesses that made international payments to prospective customers was purchased, which was further enriched with contacts and email addresses through making telemarketing calls.
>Marketing automation technology was deployed, to share content via email and social media, whilst tracking and scoring all interactions prospects had with the content and Eiger FX’s website.
The marketing automation technology enabled behavioural-based campaigns to send prospects highly personalised content based on their previous interests.
It also provided a warm prospect list for the telemarketers to call; these prospects were prioritised and were 13 times more likely to convert to a lead than traditional cold calling.
Enquire Today
Let us share our experience generating leads in your sector and provide a bespoke proposal for delivering an ROI-focused lead generation campaign.
Enquire Today
Let us share our experience generating leads in your sector and provide a bespoke proposal for delivering an ROI-focused lead generation campaign.
