Fujitsu UK & Ireland is part of the global Fujitsu Group which offers ICT and micro electronics solutions and services across 70 countries. This business division offers IT services, systems and products from Data Centres and outsourced IT services, to strategic IT consulting.
Campaign Objectives
The ‘Expect More’ campaign was focused on Enterprise Infrastructure solutions. These high value strategic investments have lengthy sales cycles and complicated decision making units.
The specific objectives for this campaign combined increasing awareness for Fujitsu’s infrastructure solutions and lead generation. Specific objectives were to:
- Drive personalised and relevant direct communications toeducate and inform the target audience.
- Deliver 30 sales-ready customer meetings.
- Achieve a conversion rate of meetings to sales of 40%.
- Generate a pipeline of £24 million over 12 months.
Strategy
Fujitsu’s broader business objectives were to relaunch the company to target audiences, and educate them as to the new goto- market proposition of ‘Expect More’. In addition to this, Fujitsu wanted to strengthen their reputation as a thought leader and trusted advisor in the IT infrastructure market.
Target Audiences
The target organisations for the ‘Expect More’ campaign were large enterprises across select vertical industries. Within these organisations, the target audiences were broken down into three tiers;
- Tier 1 – CXOs
- Tier 2 – Technical roles (i.e. Infrastructure Managers, Architects)
- Tier 3 – Influencers; supporting roles who would be information gatherers or influencers to the CXOs.
Methodology
Slipstream and Creative Direction worked together with Fujitsu across the lifecycle of this campaign. Creative Direction created key items of collateral, including campaign email, micro site and supporting assets. Slipstream designed and delivered the lead generation and lead nurturing programme, to identify, qualify and nurture leads across their lifecycle and ensure successful leads
handover to Fujitsu sales teams.
The preliminary phase of the lead nurturing campaign involved the detailed profiling of each enterprise account and its individual processes, and engaging in dialogue with key personnel to gain an understanding of its IT structures and purchasing cycles. This enabled intelligent targeting of communications through the emails provided by Creative Direction, which incorporated personalised URLs and micro sites, to provide a personalised brand experience, generate demand, and identify short, medium and long-term opportunities for Fujitsu.
The key element of the campaign was to maintain engagement throughout the customer buying cycle, continually interacting with prospects, with a focus on building long-term, personalised relationships. Slipstream nurtured a continuous relationship with each organisation, maintaining a rich profile of relevant corporate and industry insight through sophisticated, automated tools.
This involved extracting information from a vast array of online sources including news websites, resource sites and social media and taking action as appropriate. This, teamed with the tracking and analysis of customer responses to communications, enabled Slipstream to prioritise and tailor the ongoing conversation with each prospect, and to understand and respond to their individual needs, whether it be an invitation to a Round Table event, booking an appointment with Fujitsu sales teams, or allocating to the lead nurturing programme.
Slipstream owned and cultivated long-term relationships throughout the prospect buying cycle, maintaining timely contact and influencing decision makers by providing relevant case studies, white papers and other digital assets, which had been created by Creative Direction, and networking to extend their reach within each organisation. This ensured that any opportunities passed across to Fujitsu’s sales teams for meetings were highly qualified, with several business decision makers who had been favourably influenced towards the Fujitsu proposition, and were ready to engage in purchusing a solution.
Timescales
Fujitsu commenced this initiative in April 2009, and it is an ongoing active campaign still today.
Results
The campaign provided by Slipstream and Creative Direction has enabled Fujitsu to create a demand generation and lead nurturing initiative that connects, engages, influences and inspires their prospects.
The campaign has overachieved the campaign objectives, with:
- Over 50 sales-ready customer meetings generated;
- A pipeline of over £35m
- Over 25 per cent of acquisition target accounts visiting the website as a response to direct communications
- Pipeline ROI of 104:1
The campaign has also provided an up-to-date and accurate prospect database, with rich insight into target accounts to enable Fujitsu to influence and sell to their best prospects.
Client Testimonial
“The ‘Expect More’ campaign was very much focused on quality rather than quantity; the sales cycle for the infrastructure solutions proposition is very long and the nurturing programme run by Slipstream and Creative Direction has exceeded Fujitsu’s campaign objectives.”
“Both Slipstream and Creative Direction have added significant value to the Expect More’ campaign through their individual specialisms. Their collaboration has resulted in clear and compelling ROI, and we have developed a very good relationship with both agencies.” James Collister, marketing campaigns manager, Fujitsu
