Lead generation for Aquanima
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.
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
- 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.
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.