|
|
 |
CAPGEMINI
IT MARKETING
DIRECT MARKETING / TELEMARKETING |
 |
1
2
3 |
CREATE A NEW SALES PIPELINE
NO MAYBES
Cap Gemini Ernst & Young wanted to develop from consultancy-led IT to selling technology direct. A generally negative market meant limited IT investment, and
in order to turn Maybes to a yes CGEY had to compete against really big IT players.
INCITEMENT
The convergence of IT strategy & business strategy gave CGEY the ideal platform to become the new kid on the block. CTO's were living in the corporate world as much
as IT, and were under constant pressure to do more with less money, and to utilise IT
to reduce the costs of doing business. The goal was to incite CTO's into action by offering them a completely fresh approach to technology. The emotional part of the sell was a new perspective that would make them look impressive to the board. The rational sell included the technology offers that could make real differences to RoIT.
PROFITABLE EXPERIENCES
The strategy avoided the hard sell at the obvious moments in the purchase decision - which would have pitted CGEY directly against the competition. A far more personalized approach was sought. The challenge was to deliver a hard sell in a differentiated way, which would be consumed in a more relaxed environment. So a magazine was created - The Top 50 Users of IT, which was heavily personalised to the reader, and which contained challenging insights on the IT issues of the day. This was followed up by a series of specific offer letters. And this was followed up a highly trained telemarketing team who arranged sales appointments.
EFFECT RESULTS
The campaign generated £4.2m of business in under two months - and has since been rolled out globally.
|
|
|
