Kazehi Global Built Champ ABM Campaign for High Tech Nanotechnology Provider

TARGET DECISION MAKERS:
Business Owner, Head of IT, Procurement or Person-In-Charge of Purchasing, CTO, CIO

THE CHALLENGE

Despite being recognized as an industry leader, the Client still faces tough competition in the global market due to the changes in the customer buying landscape. Technology innovation has disrupted the traditional way of acquiring customers, and this has caused the tech leader to rethink and realign some areas in the business in order to cope. They had to adjust some internal processes, and carve out a marketing plan that would help them address the following needs: a new database, a telemarketing staff who could fully represent their brand through outbound activities, and additional outreach channels to reach more prospects in the target locations.

KEY HIGHLIGHTS
● Successfully completed a 12-month Lead Generation and Appointment Setting campaign for a leading IT company
● Seamlessly worked out campaign actions that opened opportunities for the Client to engage more potential customers
● Achieved key objectives in terms of best-fit accounts and highly-qualified prospects delivered

THE KAZEHI SOLUTION

Kazehi designed an Account-Based Marketing Lead Generation and Appointment Setting program and presented it to the Client. The whole process seemed so new to them, but as the discussion progressed, the Client understood Kazehi strategy and how it can effectively help reach and engage their target decision makers and build a new customer base. The program consisted of:
● Account-Based Multi-Channel Lead Management through Voice, Web, Chat, Webinar, and Social Media
● Sales Enablement & Support such as Staff Training, Account Setup, and Back Office Sales Support
● Tools & Subscriptions to the Kazehi Pipeline and HubSpot CRM
● Account Management with Strategy Building, Reporting, and Product Knowledge

The Goals
●The Kazehi team was to generate leads
●Set meetings with interested decision makers for the Client’s consultants
●Manage and grow the database by keeping the accounts profiled and updated

The campaign involved two key steps:

Account Research and Selection

1. The Client specified their campaign target industries, location, and decision makers
2. Kazehi refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
3. Kazehi came up with a list of potential contacts to target which was reviewed and approved by the Client

Account and Prospect Profiling

1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
2. The campaign’s target prospects were Business Owners, Head of IT, Procurement or Person- In- Charge of Purchasing, CTO, CIO, C-suite
3. The master contact list was segmented based on these personas and was further grouped according to industry type.

RESULTS

Overall, the 12-month ABM Lead Generation and Appointment Setting campaign produced a total of 186 Sales Qualified Leads, 102 MQLs and reached out to 8,894 segmented prospects.