Building brand awareness with senior IT and Infrastructure prospects to help very long sales cycles
As sales cycles can be very long in this space, the challenge was to build brand awareness with a very select group of senior IT and infrastructure prospects so that they would be familiar with the company when the time comes for them to review their hosting environment.
Over the past 18 months, Leadable has been running hyper-personalised campaigns with custom messaging for each prospect based on their pain points, and building long term relationships with prospective clients through the nature of this one-to-one messaging.
Given the nature of the long sales cycles and very large average contract values, this has been about playing the long game from an account based marketing and brand impact perspective. Engagement has been strong throughout with average open rates of 59% and click through rates of 23%. The sentiment of most responses throughout the past 18 months has been very positive, ensuring that these key prospects are familiar with the Verne Global brand.
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