O2

Ingenium combine intelligent use of data, expertise and iServe to secure new business and substantial pipeline. This is followed up by an audit of existing prospect data to ensure it's fit for purpose.

The Client

O2, the commercial brand of Telefonica, are an enterprise organisation that specialise in telecoms and mobile technologies. In the public sector, they help organisations to become more efficient and effective, whilst reducing costs through the delivery of digital services.

The Problem

A review of O2's business in the Healthcare sector identified a need to re-engage with customers, prospects and suspects to have more conversations with the right people. By engaging with the right people across the Healthcare sector, this would help O2 to increase pipeline volume and to raise their brand awareness.

The Solution

Ingenium worked with the marketing and sales teams to identify over 10,000 senior decision makers across relevant job roles in the Healthcare sector, including clinical commissioning groups and NHS trusts.

Using Ingenium's iServe email broadcast application, each contact was initially sent a personalised, text-based email introducing the services offered by O2 and sharing insight into the work they are doing with another healthcare organisation.

A few weeks after receiving the initial introductory email, each contact was sent another personalised, text-based email offering a complimentary telephony audit. There was also a second opportunity in the email to download the case study example of O2's work with a healthcare organisation.

The iServe system provided accurate reporting on opens, clicks, forwards, and completed landing page forms. Using this information, O2's sales organisation and outsourced telemarketing agency could better focus their calling, knowing that the contact had already shown some interest based on the email activity. Many of the contacts also had a DDI number, making it much easier to contact people.

The Results

The first introductory email attracted click activity from 152 unique contacts of which forty-three completed a landing page to download the case study asset. Due to the text-based personalised email format, the email also had six direct replies from contacts requesting meetings or further information, including one contact calling O2 directly. The forty-three contacts who completed the landing page were followed up directly by O2's sales organisation and the other 109 contacts were called to further develop a conversation by an outsourced telemarketing agency.

The second email promoting the complimentary audit attracted click activity from 118 unique contacts and had seventeen direct replies requesting follow-up information on the opportunity.

By focusing on contacts who had directly replied, completed a landing page or clicked, the campaign enabled O2 to generate over £600k worth of pipeline opportunities. One of the opportunities converted shortly after the campaign was delivered, and was with an organisation that hadn't been communicated to by O2 ever before.

Following on from this project, the new client win prompted a review of O2's public sector data to cleanse and append organisations and contacts. This would ensure that O2 had complete visibility of the market opportunity and accurate data to rely on for marketing automation campaigns. O2 have also continued to work extensively on email campaigns with Ingenium to identify and communicate with the right decision makers across the public sector to support their new business activities.

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