ntl:Telewest Business is part of the second biggest fixed line communications company in the UK.
Challenge
It wanted to promote its Ethernet services to ICT directors and managers in multi-site businesses and public sector organisations.
Recognising that generic price quotations are often dismissed as irrelevant, existing customer data was analysed to create a campaign that offered each recipient a personalised quotation, based on connecting two of their organisation’s main sites with a 10Mb or 100Mb Ethernet extension.
Solution
A campaign was targeted at ICT managers and directors in prospect organisations of various sizes. Digging into data already held on prospects, it was established where their main offices were located. Using this data, a quotation featuring two of these sites was generated.
A mailing pack included details of a personalised landing page where recipients could find their quotation. On the landing page, the recipient found a map of the UK with “push pins” marking the two sites on which the quotation was based and the quotation itself, valid for a limited time. Visitors were encouraged to call for, or download more information. Non-responders were followed up with an email reminding them that their personalised quotation was valid for a limited period only.
Results
In total, 15,000 invitations were sent to 3838 organisations, with 815 recipients visiting their personal landing page. This generated 280 leads, equating to £5.3 million’s worth of potential opportunity. To date, deals worth £1.187million have been signed.
