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NielsenIQ - $80M ABM Campaign
NAICS
541810 Advertising Agencies
Date
2021-2022
Project Activity
Lead Generation Campaigns
Technical Expertise
Salesforce CRM, Salesforce Marketing Cloud, Microsoft Dynamics, HubSpot, PowerPoint, Excel, Facebook, Twitter, LinkedIn Organic and Paid Ads
Project Description
By strategically developing a substantial $80M book of business through customized campaigns and targeted outreach and generating immediate revenue of $250k via innovative lead generation and business transformation strategies, Pierce Systems demonstrated its ability to drive significant growth and foster strong client relationships. These achievements highlight the effectiveness of our meticulous research, personalized engagement, and comprehensive approach to business development, resulting in both short-term gains and long-term success.
This case study demonstrates Pierce Systems' capability to strategically develop a substantial book of business and drive significant revenue growth through meticulous research, customized outreach, and targeted lead generation efforts.
CHALLENGES:
• Book of Business Development: Develop a substantial book of business targeting medium-sized enterprises within a defined zone of success.
• Lead Generation: Spearhead a multifaceted lead generation strategy aimed at capturing and nurturing Marketing Qualified Leads (MQLs) with a direct impact on revenue.
STRATEGY:
• Book of Business Development:
o Conducted in-depth research on 231 target accounts, focusing on industry trends, challenges, and specific aspirations.
o Crafted bespoke, story-driven pitch decks that aligned our offerings with the prospects' needs.
o Methodically verified end-user and executive contacts using third-party resources to ensure accuracy and relevance.
o Created and led an SDR Outreach program targeting these accounts, training SDRs and sales teams to effectively engage prospects.
o Developed and regularly updated actionable transformation plans for medium businesses, aligned with the evolving needs of target accounts.
o Ensured transparency and alignment through regular updates and presentations to executive leadership.
• Lead Generation:
o Combined the creation of targeted eBooks, the development of engaging microsites, and comprehensive lead nurturing programs.
o Authored and designed eBooks addressing pressing challenges and opportunities within the target market to establish thought leadership.
o Developed microsites providing a focused, branded experience for visitors, guiding them toward conversion.
o Implemented a strategic plan for an end-to-end transformation of the business unit, focusing on targeted list creation and thought leadership promotion.
o Trained business unit leaders on the transformation strategy, fostering a unified approach towards achieving objectives.
RESULTS:
• Book of Business Development: Successfully acquired 231 target accounts, generating $80M in revenue through targeted marketing and advertising campaigns.
• Lead Generation: Generated 89 leads and identified a $250k revenue opportunity through targeted engagement strategies.
o Immediate revenue generation of $250k through the business unit transformation and strategic lead generation, including eBooks, microsites, and targeted nurturing programs.
