B Capital - Pilot Campaign - Telemarketing
B Capital is a full service finance broking firm which assists new and existing businesses with financial solutions. The company approached LGCo in November 2005 to discuss the potential for a telemarketing campaign to attract new customers.
After several meetings with the client to brainstorm ideas, we developed a strategy for a pilot campaign targeting two areas:
- Accountants to set up referral relationships; and
- Franchise owners as B Capital is a member of the Franchise Council of Australia
LGCo assigned an Account Manager to make the calls, prepared a different script for both parts of the pilot telemarketing campaign, procured both accountant and franchisee data, developed an email strategy, set up the campaign and conducted internal training to commence the campaign.
The difference between a basic call centre type “telemarketing” campaign and the professional highly targeted B2B lead generation process performed by LGCo quickly became evident with the success of our message with the Franchisees.
B Capital was not getting the same traction with the Accountants and, after further discussions with the client’s management, LGCo identified numerous reasons for this and decided to re-focus solely on the Franchisees.
The pilot campaign was extremely successful with 91 appointments generated as well as numerous future leads and a strong permission based email marketing list.
"Telemarketing campaign implemented by LGCo was so successful that towards the middle of the pilot the number of leads generated was too many for our resources to effectively follow up and after further discussion with LGCo we decided to slow the pilot to an appointment level that we could facilitate.
This lengthened the campaign and demonstrated that LGCo was looking after the interests of our business.
We began to see a good return from our investment with LGCo and this has continued to increase.
B Capital has partnered with LGCo for our proactive marketing and lead generation for over 6 months and we highly recommend them based on our experience."
Benn Oppy
Director
