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 do you convert those moments into a high-value conversation?

    Aquanima, a division of The Santander Group, faced just such a challenge. After ten successful years as a European leader in spend management – eSourcing, eProcurement, outsourcing and consultancy – Aquanima prepared to jump across the pond and secure conversations with a select group of banks in the US and Canada. At a time when financial institutions are under increased bottom-line pressure, and high-level executives increasingly difficult to reach, Aquanima needed to establish its brand and drive meetings with decision-makers.

    The Solution
    HB knew that successfully targeting the right prospects required focusing on:
    • the companies and people who presented the greatest opportunity for success
    • the message that would resonate with this skeptical group;
    • and the communications channel that would break through the clutter of marketing clamoring for attention.

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

    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.

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

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

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

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