Introduction
Introduction
Essex Opportunities is leading an innovative project called Multiply. The aim of this initiative is to empower Essex residents aged 19 and over with essential numeracy skills, enhancing their personal and professional lives.
Mutliply is a free programme offering employers tailored courses designed to improve their employees’ numeracy skills, supported by Essex County Council.
By strategically addressing this key area of workplace competency, Multiply seeks to drive the growth and success of businesses in Essex, fostering economic development.
Campaign Overview
To try to generate interest in Multiply with local employers, Essex Opportunities regularly attended local networking events and invested in paid social media campaigns across multiple platforms.
However, few leads or enquiries were generated despite investing significant time and budget.
Essex Opportunities realised that to generate the level of leads it wanted, a more direct form of lead generation would be required.
After receiving a word-of-mouth recommendation from Essex County Council, they reached out to Beanstalk to deliver a telemarketing campaign, to generate qualified sales leads with employers across Essex with staff that would benefit from improved numeracy skills.
Campaign Overview
To try to generate interest in Multiply with local employers, Essex Opportunities regularly attended local networking events and invested in paid social media campaigns across multiple platforms.
However, few leads or enquiries were generated despite investing significant time and budget.
Essex Opportunities realised that to generate the level of leads it wanted, a more direct form of lead generation would be required.
After receiving a word-of-mouth recommendation from Essex County Council, they reached out to Beanstalk to deliver a telemarketing campaign, to generate qualified sales leads with employers across Essex with staff that would benefit from improved numeracy skills.
Craig Elliot
“Beanstalk has been doing some great employer engagement work for Essex County Council’s Multiply Project.
We would like to thank Rhiannon, Jake, Sam, and Grahame, who have done an excellent job.
Craig Elliot
Beanstalk has been doing some great employer engagement work for Essex County Council’s Multiply Project.
We would like to thank Rhiannon, Jake, Sam, and Grahame, who have done an excellent job.
The Process
The Process
An Account Manager from Beanstalk was assigned to manage the relationship with Essex Opportunities, who had a pre-campaign meeting with Essex Opportunities stakeholders.
A key part of this discussion was helping define Essex Opportunities’ ideal customer profile (ICP). Once this had been agreed upon, a database of 6,500 SMEs across Essex was sourced and provided to Essex Opportunities to highlight any existing customers or companies it didn’t want Beanstalk to approach.
A team of 3 telemarketers with experience generating leads for training and education companies were assigned to the Essex Opportunities account. Before making live calls, an internal training session was held, and the telemarketers were introduced to Essex Opportunities to give them confidence that they understood the proposition to a high level.
As calls were made, the telemarketers would highlight the benefits of Multiply and qualify if the employer was interested in improving any of their employee’s numeracy skills.
To further qualify leads before passing on the Essex Opportunities, following each interested conversation, an email was sent to the prospect providing further details about the Multiply programme, allowing them to discuss internally.
This 2-stage process helped improve lead quality by allowing the prospect to change their mind before engaging with Essex Opportunities.
In addition to telemarketing, Beanstalk’s Marketing Manager developed an email marketing campaign with a sequence of messages emailed to the prospect data. The email marketing generated inbound enquiries whilst raising awareness of the Multiply initiative, which helped the telemarketers reach prospects more easily.
The campaign was supported by comprehensive campaign reporting and regular communication between Essex Opportunities and Beanstalk’s team.
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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.
