Customer Profile
Using print, online and mobile channels, Client D helps many of the UK’s largest businesses connect with customers more efficiently and profitably.
Challenge
The initial goal was to help Client D’s business development team adapt their sales approach to sell more strategic solutions into a more senior level within their traditional markets. This was challenging as D did not know who the key individuals were in their target organisations.
In addition, they also needed to centralise and secure their customer data, away from their sales team’s laptops, to protect a key company asset.
Later in the relationship, Client D wanted to understand when the top 100 qualifying UK companies would next be in market for high volume “transactional” print contracts, and who and what would drive selection. The aim was to help shape sales team priorities.
Fast Track’s brief was to arrange an introductory appointment if an immediate qualifying need and motivation were identified.
Solution
Fast Track used telephone and email prospecting to qualify and engage suitable prospects, setting appointments with the sales team where possible ahead of the tender cycle.
In addition, careful research was undertaken, which produced detailed account-mapping for key “hot lead” accounts and a calendar of upcoming tender and review trigger dates for the top 100.
Results
- Developed transactional data asset, with calendar of tender and contract renewal dates.
- Appointments secured with Virgin, Zurich, BMW, Experian.
- Raised awareness of brand in target market.
- New business pipeline yielding £3m contract with Santander in year 1.
