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CAMPAIGN NEWS: IIP generates leads with integrated campaign

Business improvement company Investors in People is utilising telemarketing and email lead generation to promote its ‘Deliver change' campaign.

The predominant goal of the initiative is to get potential customers interested in a consultation with IIP, but other aims include creating positive associations with the brand through personal interaction and spreading awareness about the services that IIP offer.

As part of the integrated approach crafted by specialist B2B lead-generation agency HSM, telemarketing agents have sent personalised branded emails to over 20,000 prospects, whilst they are talking to them. The agent is automatically alerted when the prospect opens the email, allowing them to make timely and relevant calls.

Investors in People is targeting HR and CEO contacts of companies with less than 50 employees, UK wide. Specific industries targeted include retail, health, science, engineering, manufacturing, hospitality, leisure, travel and tourism, freight and logistics, IT, telecommunications and social care.

"Our approach allows those companies that are most interested to effectively raise their hands and highlight that they are ready for a follow-up call - greatly improving conversion rates," says Guy Harris, marketing director at HSM.

The campaign was launched in mid-October and is scheduled to run until the end of January.

IIP also intends to build a comprehensive prospect history for each contact so that the company can target prospects with relevant messaging in the future. "It will create a warm pipeline of prospects that can be further developed in subsequent campaigns," says Harris.


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