European lead generation for US-based software and services vendor
Problem: US-based supply management software and services vendor had a small number of large multinational accounts, but low market penetration and awareness among medium-to-large sized European companies.
Solution: Our lead generation direct marketing campaign targeted CEOs with a tailored letter, which addressed the company’s latest published financial results, and demonstrated the impact of supply management on bottom line results and EPS. Letters were followed up with phone calls to set appointments.
Results: 1000 European CEOs received the letter, generating 200 leads. Following this campaign, the vendor’s European growth outstripped growth in the North American home market.
Venture capitalist fund raising
Problem: Start-up Applications Services Provider (ASP) needed to raise investment to bring new concept to European market.
Solution: Creation of a sustainable business plan and presentation to investors. Built consortium including Viventures, Cisco and Banco Santander.
Results: $30 million raised for go-to-market and first two years’ operations. Company now has operations in UK, France, Benelux, Germany and Spain and has more than 30 multinational clients including AOL, Nike, Carrefour and Rabobank.
Multi-levelled communications strategy
Problem: US services company lacked mindshare in European markets.
Solution: Multi-tiered communications package including PR campaign, analyst tour and e-newsletter.
Results: PR resulted in meetings with ten senior trade and IT journalists, leading to a series of bylined articles in target media. Analyst tour secured interviews with representatives of five influential analyst groups and coverage from IDC, Gartner Group and Bloor. E-newsletter tailored to local markets and sent in three languages (English, French and German) on subscription to senior executives at 1500 companies.
Branding and identity
Problem: Start-up company required striking corporate identity to communicate professionalism and success within the HR services market, but lacked the funds to commission a large design consultancy.
Solution: Assembled team of freelance professionals (graphic and electronic designer, art director, copywriter, photographer) to work on a series of projects to deliver identity at a fifth of the anticipated cost.
Results: Released more of the start-up capital for direct sales and marketing activity.