Introduction
Introduction
UK Export Finance (UKEF) provides UK Government-backed finance and insurance.
Working with over 100 credit insurers and lenders, UKEF helps UK companies access export finance, insurance policies, or bank guarantees that enable international trade to take place as easily and securely as possible.
Campaign Overview
UKEF’s Regional Export Finance Advisers historically relied on inbound enquiries and referrals for new leads.
With the UK Government keen to drive exports, UKEF recognised that its target market had low aware of its services, thus precluding many relevant exporters from benefitting from UKEF’s expertise. A radio campaign had been run to promote UKEF, but generated limited direct enquiries.
Whilst UKEF knew the profile of businesses it could help, it didn’t have a comprehensive list of these organisations, let alone contact details of the key contacts within these businesses. This lack of qualified marketing data prohibited UKEF from undertaking direct marketing activity, limiting its marketing channels.
UKEF approached Beanstalk to run a lead generation campaign to generate 200 qualified leads for its Export Finance Advisers and to build a database of key contacts at UK exporters.
Campaign Overview
UKEF’s Regional Export Finance Advisers historically relied on inbound enquiries and referrals for new leads.
With the UK Government keen to drive exports, UKEF recognised that its target market had low aware of its services, thus precluding many relevant exporters from benefitting from UKEF’s expertise. A radio campaign had been run to promote UKEF, but generated limited direct enquiries.
Whilst UKEF knew the profile of businesses it could help, it didn’t have a comprehensive list of these organisations, let alone contact details of the key contacts within these businesses. This lack of qualified marketing data prohibited UKEF from undertaking direct marketing activity, limiting its marketing channels.
UKEF approached Beanstalk to run a lead generation campaign to generate 200 qualified leads for its Export Finance Advisers and to build a database of key contacts at UK exporters.
The Process
The Process
Beanstalk went through a data profiling exercise with UKEF, to define its target audience:
- Turnover of more than £2.5M
- Exporters of Capital Goods, Semi-Capital Goods and related services, engineering and general manufacturing
- Positive net worth
- CEO, Managing Director, Finance Director, Commercial Director
The data was sourced and enriched with email addresses for 70% of the contacts, enabling a series of marketing emails to be sent. These raised awareness of UKEF and generated inbound enquiries with contacts who had an immediate interest in discussing their requirements with a UKEF advisor.
Two telemarketers with experience generating leads with UKEF’s target market were selected from Beanstalk’s team. UKEF completed a written brief, which was used to train the telemarketers. In addition, a video meeting was held to introduce them to UKEF and help them familiarise themselves with the proposition prior to any calls being made.
This dual briefing approach helped the telemarketers understand the written brief.
Regular interaction between UKEF and Beanstalk’s team throughout the campaign was invaluable in continuing to develop the telemarketers understanding of UKEF’s proposition.
It also allowed Beanstalk to be agile in focusing its resources on regions where UKEF’s advisors most needed new leads.
The Outcome
Our decision to partner with Beanstalk paid dividends with a well-managed service and great campaign performance. They exceeded our expectations, generating 211 live leads for our team, while providing a data asset that will facilitate our direct marketing activities.
Campaign Project Manager, UKEF
The Outcome
Our decision to partner with Beanstalk paid dividends with a well-managed service and great campaign performance. They exceeded our expectations, generating 211 live leads for our team, while providing a data asset that will facilitate our direct marketing activities.
Campaign Project Manager, UKEF
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.
