Datawatch - Pilot Campaign - Email Marketing
The Australian arm of Datawatch engaged The Lead Generation Company (LGCo) to conduct a pilot campaign to assist with their business development and email marketing program. Datawatch has several key sales representatives in Australia however they have no custom lead generation partner.
Upon meeting with the directors at LGCo, it was obvious that the LGCo boutique model was an ideal match for the Datawatch project. Datawatch needed a service that was unique and heavily focused on quality not quantity, and one that could be pitched to the target marketing via a combination of email marketing the telemarketing.
Datawatch was clear on the target audience and knew that they required a partner that delivered a professional service and a partner that was confident in discussing the Datawatch offering to key decision makers.
In the pre-campaign strategy meeting it was decided that the appointments generated by LGCo would be webinar appointments as the meetings were focused on a technology demonstration. It was also agreed that the secondary aim of the campaign was to build a permission based email marketing list of senior government decision makers so Datawatch could also keep in contact with its target audience via email marketing in the longer term.
LGCo's model already builds permission based email marketing lists for most of its clients as a compliment to the lead generation service so this worked very well with Datawatch's campaign aims.
LGCo prepared a call guide for off the phone training and role play and content for a support email. These documents were signed off by Datawatch before the campaign commenced. LGCo dedicated an account manager to the campaign whom we met with several times for training and product knowledge purposes. There was also a training manager to assist in pre-campaign preparation and a quality control manager during the campaign.
The pilot campaign proposed by LGCo was aimed at securing webinar appointments with leading government councils Australia wide, over a two month period. LGCo would be responsible for the entire lead generation process to the point of the prospect attending the webinar.
LGCo educated and gauged the interest of key decision makers, booked appointments, confirmed appointments and handled any rescheduling. Each day we were provided with a list of the webinar appointments booked and an overall campaign report each two weeks.
LGCo also exported an email marketing list of permission based email addresses to Datawatch on a weekly basis. The pilot process was transparent and LGCo communicated with Datawatch on each part of the pilot.
The pilot campaign proved to be a great success and LGCo were a fantastic company to work with. Datawatch is again engaging LGCo for another project based on the results derived and the return on investment gained from the pilot campaign. Datawatch highly recommends the service provided by LGCo and look forward to a strong on going partnership.
About Datawatch Corporation
Datawatch Corporation is a leader in the rapidly growing Information Services market space. By providing solutions that build on a Service Oriented Architecture (SOA) framework, Datawatch allows organizations to access, enhance, analyze and deliver information from wherever it resides inside or outside the enterprise to solve business problems.
Datawatch products are used in more than 20,000 companies, institutions and government agencies worldwide. For more information, visit www.datawatch.com.
David Lloyd
Director
