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DIRECT MARKETING NEWS: Reed Exhibitions appoints The Listening Company for lead gen

Reed Exhibitions has appointed The Listening Company to generate leads for its B2B exhibitions in Europe.

The contact centre company will initially build hype in France, Germany and the USA using telemarketing to encourage businesses to register for Reed Exhibitions. This will later expand to Western Europe and Russia and incorporate other lead generation tools such as email and text messages. The Infosecurity series, Aerospace Testing and Design & Manufacturing Europe and International Direct Marketing Fair are some of the events by Reed Exhibitions.

"With their experience in lead generation, the team at The Listening Company will support us in communicating with the right audiences in the right way in order to drive uptake and ensure the registration process is managed seamlessly," says Laetitia Piras, international sales manager, Reed Exhibitions.

The Listening Company will also see to registrations for visitors attending exhibitions while Reed Exhibitions will handle the rest of the process.

Philip Shuldham-Legh, director of communications at The Listening Company comments on the company's involvement, "This is a big brief, with the potential to expand further, and we look forward to adding to our experience in the B2B market." 

Reed Exhibitions' interest in The Listening Company began with its communication tool, Epicentre. This technology creates tailored marketing messages across channels such as email, phone and text messaging.


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