AWARDS 2013, CATEGORY 22: The Marketing Practice for Atos
Shortlist best B2B lead generation campaign: ‘Lead Generation Factory’
Atos is a multi-national IT services and consulting business employing over 76,000 people globally.
They wanted to sell more services into large organisations across the globe. In order to achieve this, they realised that their Sales and Marketing teams needed to be better aligned.They worked in partnership with The Marketing Practice, and we created a model that ensured that Marketing could generate qualified sales opportunities and pass them seamlessly on to Sales. For this to work, the process was managed centrally, while the messaging, execution and relationships remained local to the target audience.
With the Marketing team working hand-in-hand with Sales, the process was more efficient, and Marketing became measurable and accountable.T
hree countries were selected to take part in a six-month Lead Generation Factory (LGF) pilot – the UK, Germany and France.
Over the six months of the campaign we delivered waves of activity to different audiences split between account-focused activity, high-value DM campaigns, propositionled emails and bespoke nurture activity.
The lead generation process started in mid-November, and at the end of the six-month pilot phase the opportunity pipeline is showing ROMI of 116x.