New Business Development
Client
A $16 billion regional financial services provider
Situation
A newly acquired, specialized services organization was charged with being the ‘lead scout’ for new markets penetration and development with very frugal resource allocation of capital, personnel, and technology support.
Problem
The company had no national brand presence or even awareness in the markets it was tasked with conquesting. They had no substantive product differentiation to tout, no national sales network organization. This meant limited RFP invitations and microscopic closed contracts.
Solution
Create and deploy a dual function digital media and marketing automation program to Business Decision Makers on the one hand … supplemented with an account-based marketing lead generation and prospect scoring capability.
Results
The program boosted the RFP participation rate by 38%, improved the RFP acceptance rate by 47%, and raised the ‘win rate’ by 22%.