Project Description

RESULTS

Given the difficulties of appointment setting in a cash strapped public sector Critiqom were delighted with the results from the initial campaigns. From the 200 councils identified in the target Universe GCL achieved 14 high quality BANT+A qualified appointments.

To date this has resulted in over £300K in new business with another £200K still in the pipeline.


NEXT STEPS

After the success of this campaign Critiqom have successful ran a further 2 campaigns with GCL within the Public Sector and have secured a healthy pipeline for their sales team.

CRITIQOM

GCL Direct worked with Critiqom to raise its brand awareness and secure BANT+A qualified appointments with high level decision makers in the public sector. Securing over £300,000 of new business the short campaign was a great success and has seen GCL and Critiqom continue their partnership with several follow on campaigns targeting the public sector.

“I’ve worked with GCL for over 5 years and they have always delivered. They are very trustworthy and offer good advice to ensure the campaign meets the objectives set. When setting up our campaigns we always ensure the brief is tight, that our sales team are included in the briefing process with GCL and that the data provided is accurate. We set up weekly calls to enable the agent to interact with the sales person. We see GCL as our extended team and they have delighted us with the results.”

Pat Kelly – Marketing Director at Critiqom

Organisations today are faced with a complex set of options when considering how to best engage and communicate with their customers. Critiqom is leading the way in increasing the effectiveness of critical communications. Critiqom provides data, print, post and multichannel services to over 50+ Local Authorities and 40 Financial Services companies, helping them transform the way the communications with their citizens and customers while driving down cost and improving efficiency.

THE CHALLENGE

Critiqom has always offered market leading and competitive solutions; they wanted to have exploratory meetings with key decision makers within their target audience who had a requirement for their solutions within 3 – 6 months, the appointments had to be set up within a very specific timescale.

WHY GCL DIRECT?

GCLs greatest asset is its experienced team of people from dedicated account directors and client delivery managers to our full time professional agents and marketing specialists. We have always operated an open door policy allowing our clients to work closely with their assigned team. It is this approach that has kept Critiqom’s Marketing Director Pat Kelly coming back to GCL for 5 years across 2 different company roles.

Pat was confident that GCLs unscripted approach and experience in both the public and private sectors would provide the opportunities with Local Authorities that Critiqom needed.

THE SOLUTION

GCL set to work with Critiqom to identify the Local Authorities and the types of decision makers that made up the target data universe.

Having identified the potential target universe GCL’s unscripted agents profiled over 200 different UK Local Authorities, building over 1,000 high level decision maker contacts, representing over 80% of the total relevant contacts across the Local Authority sector.

Pleased with the results Critiqom commissioned GCL to generate demand within the identified target universe in the form of qualified appointments with key decision makers.

GCL worked closely with Critiqom to train the dedicated GCL agents so that they could have intelligent conversations with the decision makers regarding the values, features and benefits of Critiqoms critical communications services allowing them to book appointments for the Critiqom sales team.

Early in the process GCL and Critiqom agreed that they would use the BANT+A qualification process as part of their demand generation approach. This would guarantee that only sales qualified appointments would be made for the Critiqom sales team.

The BANT+A process requires a skilled agent to ascertain whether a decision maker meets the following criteria:

Budget What budget does the decision marker have? Is it enough?
Authority Does the decision maker they are speaking to have the authority to sign off on the purchase?
Need Does the decision maker have a defined need for the product or service?
Timescale What is the decision maker’s timescale for the purchase? Is it long term or short term?
Attitude What is the decision maker’s attitude towards the clients brand and or company? Will it have a positive or negative effect on a potential decision to purchase?

RESULTS

Given the difficulties of appointment setting in a cash strapped public sector Critiqom were delighted with the results from the initial campaigns. From the 200 councils identified in the target Universe GCL achieved 14 high quality BANT+A qualified appointments.

To date this has resulted in over £300K in new business with another £200K still in the pipeline.


NEXT STEPS

After the success of this campaign Critiqom have successful ran a further 2 campaigns with GCL within the Public Sector and have secured a healthy pipeline for their sales team.