CASE STUDY: Canon UK Prospect Engagement programme for Canon, by The Marketing Practice
Throughout April 2010 to April 2011 (and continuing into this year), The Marketing Practice and Canon UK have run a combined relationship marketing programme within its 3,633 strong prospect base.
A step change in way that marketing was delivered at Canon, the programme sought to nurture opportunities through a typical 12 month-plus sales cycle via a combination of relevant content, targeted by industry and role. The programme used a simple methodology to maximise content to best effect and tailor to buyers’ specific needs. This meant budget and effort could be directed towards prospect insight and conversations, not just recreating what already existed in many areas of the business (e.g. sales, PR agency, Central European team etc.)