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    B2B Marketing

    Awards 2014, category 22: Harte Hanks for CA Technologies

    Marketing Operations and Technology (MarTech)

    B2B MarketingBy B2B Marketing

    Best B2B lead generation campaign: CA Technologies nimsoft acceleration campaignIntelligent lead generation in new territories results in SAL landslide, 43% above targetChallengeCA Technologies (CA) needed to increase revenues and market share with direct activity in nine EMEA regions. Target accounts were considered pure ‘whitespace’, having virtually no CA footprint. However, they were recognised as having significant growth potential, so the stakes were high. SolutionHarte Hanks was retained to generate sales-ready opportunities within high-value target accounts across the territories. The agency composed and trained a team of highly experienced sales and teleprospecting marketers to scope out relevant prospect contacts, engage them in business-need level discussions then generate demand and tangible opportunities,working within CA’s preferred tools (salesforce.com and Marketo). Opportunities were followed up directly by CA, with close support from Harte Hanks to maximise return and closed business. ResultsIn the first nine months the campaign yielded: 488 sales ready leads  479 sales accepted leads  99% conversion rate to SALs [target rate: 70%] ROI of 8:1 in nine monthsThis initial success has led to the campaign being extended for a further 12+ months.

    Best B2B lead generation campaign: CA Technologies nimsoft acceleration campaign

    Intelligent lead generation in new territories results in SAL landslide, 43% above target
    Challenge

    CA Technologies (CA) needed to increase revenues and market share with direct activity in nine EMEA regions. 

    Target accounts were considered pure ‘whitespace’, having virtually no CA footprint. However, they were recognised as having significant growth potential, so the stakes were high. 

    Solution

    Harte Hanks was retained to generate sales-ready opportunities within high-value target accounts across the territories. 

    The agency composed and trained a team of highly experienced sales and teleprospecting marketers to scope out relevant prospect contacts, engage them in business-need level discussions then generate demand and tangible opportunities,
    working within CA’s preferred tools (salesforce.com and Marketo). 

    Opportunities were followed up directly by CA, with close support from Harte Hanks to maximise return and closed business. 

    Results

    In the first nine months the campaign yielded:

     488 sales ready leads

     479 sales accepted leads

     99% conversion rate to SALs

     ROI of 8:1 in nine months

    This initial success has led to the campaign being extended for a further 12+ months.


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