Awards 2014, category 22: Harte Hanks for CA Technologies

November 19, 2014

Best B2B lead generation campaign: CA Technologies nimsoft acceleration campaign

Intelligent lead generation in new territories results in SAL landslide, 43% above target
Challenge

CA Technologies (CA) needed to increase revenues and market share with direct activity in nine EMEA regions. 

Target accounts were considered pure ‘whitespace’, having virtually no CA footprint. However, they were recognised as having significant growth potential, so the stakes were high. 

Solution

Harte Hanks was retained to generate sales-ready opportunities within high-value target accounts across the territories. 

The agency composed and trained a team of highly experienced sales and teleprospecting marketers to scope out relevant prospect contacts, engage them in business-need level discussions then generate demand and tangible opportunities,
working within CA’s preferred tools (salesforce.com and Marketo). 

Opportunities were followed up directly by CA, with close support from Harte Hanks to maximise return and closed business. 

Results

In the first nine months the campaign yielded:

 488 sales ready leads [target: 478]

 479 sales accepted leads [target: 334]

 99% conversion rate to SALs [target rate: 70%]

 ROI of 8:1 in nine months

This initial success has led to the campaign being extended for a further 12+ months.


Summary

Topic

ROI
Customer insight
Marketing automation

Pages

8

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