Best B2B lead generation campaign - Runner up

Best B2B lead generation campaign

Runner up: HSBC

Agency: Intelligent Marketing

Campaign: Jelly Beans Campaign

Businesses change their banking arrangements either because they are unhappy with their current bank, normally because of poor service, because other banks offer a better alternative or imply because it is easy to switch.  HSBC needed to talk directly with managing directors and financial directors currently banking with a competitor and emphasise why they should bank with HSBC, and how easy it was to switch.

To maximise accuracy a minimum of ten different data sources were used to compile the target audience. A comprehensive profile of each business was compiled including sector, age, turnover and growth. Certain sectors which were against standard HSBC criteria were suppressed as were businesses which traded tobacco or armaments for example. Once the target businesses had been selected HSBC divided them into three: those with an approximate turnover of £0.5 million to £1 million; those with an approximate turnover of £1 million to £10 million; and those with an approximate turnover of £10 million to £25 million.