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This client, with over $700 million in funding and an annual revenue of $200M, was at the forefront in the migration of line-of-business functions to software subscription models.  

One of the key advantages of this client’s software is its openness to integration with other cloud-based systems. That’s one of the reasons it boasts a customer base of over 60,000. 

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The Challenge

Stimulating a Sales Dialogue Around Cross-Functional Integration 

This client needed more contacts within the chain of command for IT management so their message of integration could be absorbed and implemented for the benefit of all internal departments, not just customer support. 

It became apparent that what was needed was greater access to IT contacts in accounts that had made prior investments in customer-facing technology and were now ready to consider cloud-based contact center software. 

 

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Our Approach

The Right Message to the Right Audience 

This client needed a large volume of sales qualified prospects from a list of target accounts.​ It was also important to look for manager and above levels within the organizational structure because the client’s message of integration is essentially a cross-functional capability that needs a forward-looking perspective. 

The Pipeline Create program fired up our proprietary marketing automation platform to ingest freshly verified contact data and approach those IT decision-makers with a timely message regarding integration and the support of remote workers. Our email template and landing page creation tool lets us easily customize and personalize content for a client campaign. We also use Generative AI to create messaging that will best resonate with the prospect. 

Using Pipeline Create’s content syndication platform, we were able to quickly frame the client’s content to speak directly to the key concerns that were coming up in internal IT circles. In addition, email campaigns were launched featuring a high degree of deliverability, while intent monitoring kept track of recipient interest. Marketing qualified prospects were posted to the client’s MAP in real time as they were captured. 

 

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The Results

Opening the Door to Greater Opportunities with IT Sponsorship 

With 25K prospects delivered so far, our client experienced a 16 – 20% prospect-to-opportunity conversion rate. Our expertise in collaboration software enabled us to precisely identify the most likely audience for our client’s message of integration and innovation. 

Having spent the last ten years in dialogues with IT system planners and architects on topics ranging from data backup to cybersecurity, there was an element of familiarity with our communication approach that this audience appreciated. As a result, this client’s campaign with us was responsible for generating an average of $5.2M in annual sales pipeline.