Lead generation for Aquanima

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Created: 11/06/12
Last Edited: 11/06/12
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Description
HB worked closely with the Aquanima team to determine the conversion rate necessary to meet the company’s goals. After setting that goal, HB’s strategy and creative team developed a campaign with a unique hook designed for the difficult-to-reach audience: a direct line to Aquanima’s CEO. This hook became part of a dimensional mail campaign designed from the ground up to stand out from the barrage of marketing and sales campaigns C-level executives receive every day.
  • Lead generation for Aquanima

    Video Asset

    The Challenge

    How do you reach C-level executives shielded by loyal gatekeepers?And even if you’re lucky enough to secure a few moments of their time, how doyou convert those moments into a high-value conversation?

    Aquanima, a division of The Santander Group, faced just sucha challenge. After ten successful years as a European leader in spendmanagement – eSourcing, eProcurement, outsourcing and consultancy –Aquanima prepared to jump acrossthe pond and secure conversations with a select group of banks in the US andCanada. At a time when financialinstitutions are under increased bottom-line pressure, and high-levelexecutives increasingly difficult to reach, Aquanima needed to establish itsbrand and drive meetings with decision-makers.

    The Solution
    HB knew that successfully targeting the right prospectsrequired focusing on:

    Targeting a carefully selected audience of 100 banks in theUS and Canada, HB crafted a solution that conveyed deep understanding of thechallenges facing C-level decision makers in the banking industry – a solutionthat clearly highlighted Aquanima’s value to the bottom line.

    HB worked closely with the Aquanima team to determine theconversion rate necessary to meet the company’s goals. After setting that goal,HB’s strategy and creative team developed a campaign with a unique hookdesigned for the difficult-to-reach audience: a direct line to Aquanima’sCEO. This hook became part of adimensional mail campaign designed from the ground up to stand out from thebarrage of marketing and sales campaigns C-level executives receive every day.

    The Outcome
    HB's strategic outreach campaign generated awareness,heightened interest and secured in-person meetings between Aquanima and its selectaudience of C-level decision makers. To date, the results of the campaign haveexceeded the goal by 260%, resulting in substantive conversations with the veryexecutives best-suited to select Aquanima services.

    “HB created acustomized strategy to suit our overall business needs,” says Alfredo Poncio,CEO of Aquanima USA. “Similar to our company, HB approaches each client as aunique individual, both in culture and business model.”

    And for Aquanima, that combination was a model for success.

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