CASE STUDY: 'T-Mobile Direct Sales' by Astute for T-Mobile

Set up in 1998 and based in Bournemouth, Astute works with technology clients in the UK and abroad, offering B2B marketing communications services including lead generation, Gap Analysis, data profiling and landscaping. Key clients include Sonicwall, HP and Plantronics. Originally set up as a data management company, 80 per cent of Astute's business now comes from lead generation and profiling. Astute employs 150 staff.

Each lead generation campaign (which formed part of the overall Demand Generation Programme) was created in conjunction with T-Mobile. Astute's strategy was to nurture the entire data set via online and offline channels and accurately select and target end-users when they reach the agreed timeframe for lead criteria. It is now responsible for managing T-Mobile's leads through the entire lifecycle (data segmentation, sending marketing communications, generating leads to a set criteria, distribution, tracking and on-going reporting) in partnership with T-Mobile stakeholders.

Working within its strategic partnerships, Astute often faces a number of business issues including tight turnarounds for campaigns and limited budgets. Astute is T-Mobile's only external agency with access to their entire client database, so wider business considerations include trust, confidence and integrity.