Author: Kate Kirkham

WhereScape is a world leader in data warehouse automation. From initial scoping,
prototyping, loading and populating to ongoing management and optimisation
WhereScape software automates the data warehouse lifecycle. WhereScape
software is used in every kind of business intelligence project, empowering
business users to get the data they need, in the form they need it, when they
need it, and by helping IT teams automate the building and deploying of data
warehouses and related data driven projects.

The key task was to identify and create new business opportunities for
WhereScape’s Mainland Europe sales team to follow up and close. First we had
to identify a way to qualify the leads produced from an assortment of marketing
initiatives created by their Marketing Director before feeding them to the sales
team through their CRM.

WhereScape identifi ed Go Demand as a telemarketing agency with the right
skills, experience and expertise across Europe within WhereScape’s market. An
attraction was their fl exibility, charge structure and transparency.

Go Demand arranged for WhereScape to meet their man on the ground in
Germany to be able to better understand the market in that region and following
an initial pilot telemarketing campaign in the DACH region, WhereScape awarded
Go Demand a contract to create leads throughout their Mainland Europe region.
WhereScape has recently won business approaching €300,000 following up on
leads generated by Go Demand.

“WhereScape has seen a very positive ROI from the various telemarketing
campaigns. Go Demand staff are fl exible, proactive and we see them as a
valuable extension to our own sales and marketing teams. The successes
we have enjoyed are a good example of joined up marketing; website hit,
download, cold call, follow up(s) etc.”

101 Data Solutions is a consultancy off ering expertise in all aspects of data
storage. It can supply hardware and software from all the major manufacturers,
and is an accredited partner of EMC, the world’s largest provider of data storage
systems. 101 Data Solutions specialises in the design and build of complex data
storage solutions for organisations of all sizes, using both existing EMC systems
and, where appropriate, new EMC technologies.

101 Data Solutions already had a proven track record in delivering excellence
in technology products, services and solutions to its customers. However, it
now wished to extend its reach through marketing and telemarketing. As these
activities were not among its core competencies, it wished to outsource them to a
professional marketing and telemarketing service.
When working with various marketing and telesales organisations in the past, 101
Data Solutions had found it frustratingly diffi cult to get what it truly needed from
an outsourced function.
101 Data Solutions realised that in order to implement its aggressive growth plans
successfully, it needed to enhance the business intelligence it was receiving and
generate more business opportunities. It also knew that in some cases it was
losing business to competitors due to insuffi cient coverage and a heavy workload.
The company’s needs were twofold:
• To be in a position to capture new projects ahead of its rivals.
• To be able to defi ne project lifecycles accurately, to ensure a high level of
business profi ling. This would reduce the time to market and enable its sales
force to focus on new business opportunities in a structured manner.

101 Data Solutions felt that its best chance of success lay in working with a skilled
partner that:
• shared its own professional values and ethics
• understood its strategic issues
• had expert knowledge of data storage within the IT industry
• had a proven track record of generating highly qualifi ed new business
opportunities.

The two companies began to work together to resolve 101 Data Solutions’
problems using Go Demand’s structured strategic approach. The aim was to
generate high-calibre leads qualifi ed on the basis of Go Demand’s own enhanced
version of BANT (the prospect’s Budget, Authority, explicit Need and Timeframe),
which incorporates SPIN (questions relating to Situation, Problem, Implication and
Need-payoff ).

The pilot campaign proved extremely successful, and the two partners continued
to work together on focused EMC product campaigns and other pipeline
management functions. The results included additional growth within the EMC
business of over 30% in the fi rst 12 months, and a high level of repeat business.
The relationship with Go Demand enables 101 Data Solutions to focus on
delivering its core service without having to worry about new customer acquisition
and competitive threats to its existing customer base.

“We are very pleased with the results delivered to our business. It has taken
a long time and a lot of money to fi nd an organisation that actually cares
about our business strategy to the level that Go Demand does. Go Demand’s
professionalism, structure and process match our own, so the synergy is great.
We review each quarterly campaign and we have seen a very positive ROI
on each.
“From the outset, we and our technology partners were keen to commission a
profi table service and not a self-promoting PR exercise, which is what other
marketing organisations have so unfortunately proved to be providing. Go
Demand has delivered what we need – and more.”
Brett Edgecombe
Director – 101 Data Solutions

QsmartStorage is a trading style of Trams Ltd, one of the largest B2B Apple
Authorised Resellers in the UK & Quantum StorNext Reseller of the year
consecutively 2012-2015. QsmartStorage brings together consultants with industry
expertise, able to design, specify, deliver & support best of breed storage products
and workflow solutions. The results are end-to-end performant solutions that deliver
platforms providing content production, distribution, and archive content based
workflows.

Trams had previously tried telemarketing agencies to assist with sector specific lead
generation activities. The outcome had been very hit and miss with poor results.
Trams had also tried recruiting internal sales staff to undertake this role but again this
just wasn’t working for them. It required a lot of ‘hand-holding’ from senior
management with limited success. Trams is renowned for delivering cost competitive
IT solutions to its customers but needed to extend its reach to new customers within
Media & Entertainment (M&E) and emerging Corporate Video departments through
multi-touch marketing and telemarketing activities.
The company’s needs were threefold:
• To obtain an inside sales capability that understood the market and could
conduct business-led conversations using the ‘language’ of the M&E sector.
• Drive brand awareness and consequently demand/lead generation using a
combination of inbound marketing and telemarketing techniques.
• Have a single capability to manage and drive a unified marketing campaign
generating high-calibre business leads to develop a solid pipeline of new
business opportunities for their sales team.

Go-Demand proved to be the right partner to deliver these core competencies in a
professional manner. Their approach brought together a compelling set of elements
to build a demand generation engine with the following key components:
• Identification and acquisition of high-quality prospect databases.
• Selection & management of M&E media publications best positioned to
deliver inbound lead generation campaigns and advertising.
• Expert knowledge of M&E workflow to conduct and qualify business
opportunities using modern sale engagement methodologies.
• Detailed, accurate and timely reporting of sale opportunities.

Go Demand built a program of inbound lead generation combining carefully CLIENT: designed online lead-capture surveys, thought leadership content download
syndication and online banner placement. Output from this unified campaign
significantly complimented the funnel of leads being qualified through
telemarketing from the prospect lists acquired. Campaign checkpoint reviews
were set in place to ensure that lead quality met the qualification criteria set by
Trams and two-way communication was enhanced by a bespoke online SharePoint
facility giving Trams easy access to real-time campaign progress reporting.

The pilot campaign proved extremely successful identifying several new business
opportunities within the various databases purchased and the online campaigns.
Specifically Trams was looking to grow it’s relationship with Quantum and build upon
the data storage successes they have had over the past 3-4 years with the Quantum
StorNext platform. Go Demand’s ability to accurately qualify opportunities and
engage in business-driver focused discussions with key M&E industry decision
makers made it an any decision for Trams to continue their partnership with Go
Demand.

“We needed an organisation to assist us that understood the data storage
arena within M&E and Corporate markets. Go Demand demonstrated a
good level of understanding and expertise in these market sectors.
To date Go-Demand has delivered several good quality leads that we are
following up as the campaign continues to progress. We see this as work in
progress and continue to see this as a long-term relationship. Go Demand is
helping us with new customer acquisition whilst we continue to concentrate
on our core competencies of delivering excellent Storage and IT solutions to
our customers.”
Warren Peel
Managing Director – Trams