The Client
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.
The Challenge
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.
The Solution
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 Outcome
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.
What the client said
“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