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Increasing sales pipeline by 40%

Increasing sales pipeline by 40%

Using marketing agility to build pipeline

Claremont are the UK’s leading independent provider of Oracle Managed Services. With offices in Guildford and Newcastle, Claremont work with clients like National Trust, Stagecoach, Arqiva and JLT.

With a market moving towards Cloud and with ambitious growth targets, Claremont required a marketing partner with knowledge of the Oracle industry who would be able to build the brand and feed the sales pipeline. Bright provided Claremont with an agile virtual marketing team to support three core business goals:

  • Increasing demand from new & existing clients
  • Increasing brand awareness amongst target audiences
  • Increasing brand awareness with strategic partners

Since we started working with Bright we have seen an increase in sales leads by over 40%, good attendance at events and improved relationships with key strategic partners.

Mark Vivian, CEO

Increased demand from key accounts

Bright ran a range of agile marketing campaigns to generate opportunities for Claremont’s core propositions from both new and existing accounts. Blending tactics and messaging appropriate to the target audience, the campaigns have allowed Claremont to meet monthly sales lead KPI’s to feed their sales pipeline by leveraging:

  • Events aimed at HR, Finance & IT decision makers
  • Lead generation campaigns, using thought leadership content, backed up with social prospecting, digital marketing and telesales
  • Nurture and retention campaigns to sell additional services to existing clients

Increased brand awareness with Oracle

As an Oracle partner, building a strong relationship with them is key to Claremont’s success. Claremont’s virtual marketing team created a campaign aimed at raising awareness within Oracle, tactics included:

  • A quarterly email newsletter featuring relevant thought leadership and case studies
  • Working with Oracle on joint marketing campaigns into target sectors to create new leads for joint pursuit
  • Collaborating on joint customer video case studies
  • Social prospecting targeting key Oracle stakeholders to build engagement and extend Claremont’s network within Oracle
July 9, 2019 Sian Heaphy No comments
Sian HeaphyIncreasing sales pipeline by 40%
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Rebranding for logistics consultancy

Rebranding for logistics consultancy

Agile marketing from scratch

Flo Group (formerly MavenWire) delivers transportation consulting services and solutions to large global firms. They aim to improve logistics and support the evolution of the supply chain across a wide range of industries – from retail to manufacturing.

MavenWire had the credentials and the experience as a market leader, but struggled to communicate effectively to its target audiences, who were difficult-to-reach senior decision makers.

Bright were engaged to create an agile marketing strategy for MavenWire to transition its brand to Flo, create a new identity, build reputation in the EMEA region and differentiate itself in the market to better engage the right prospects, build strong alliance relationships and attracting new talent.

Creating a brand identity and brand voice

Bright formed an agile marketing hub including subject matter experts, data and reporting specialists, project sponsor and Flo’s existing marketing resources to develop a strategic roadmap and use an iterative agile marketing approach for activity execution – focusing on the website and the core collaterals to support business development.

Initially, Bright created a joint brand identity to showcase MavenWire and Flo’s expertise, elevating it to a market leadership position in preparation for the transition to Flo Group. Starting with creating a website built upon clear, consistent messaging and a clean look. The website was validated with key audiences, so that only the successful elements were retained whilst reworking areas of underperformance.

New content and messaging drove search engine traffic, supported by a social media campaign and other marketing activities, resulting in increased time spent on the website and greater social following from key audiences.

A consistent brand voice was woven through the off line collateral to support the business development process via sales toolkits and to use at events. Up-to-date case studies gave the brand visible credentials to approach the right decision makers and provide evidence of success.

Once the foundation marketing was underway, a demand generation strategy was developed based on campaigns to build pipeline for key go-to market propositions.

Bright created a marketing foundation for Flo Group by implementing a strong brand identity and driving multichannel demand campaigns, that delivered results that supported our business goals.

Barry Hayes, CEO

Driving further demand

The campaigns were designed to deliver fast results and used agile marketing to quickly execute, gather feedback, validate and restructure the propositions in order to best exploit market demand and maximise response. Bright also proactively used this approach with Flo’s alliance partners such as Descartes, Oracle, FourKites and Flexis to quickly develop and execute joint campaigns to drive further demand.

Bright added value to Flo’s annual conference presence by bringing consistency to communication outreach prior to, at and post events. This was combined with identifying, following up and nurturing new opportunities with key prospects.

After feedback and research, Bright recommended creating a stronger event and market presence through adding video content to explain complex ideas in an accessible format, create higher impact and drive engagement.

July 9, 2019 Sian Heaphy No comments
Sian HeaphyRebranding for logistics consultancy
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Dinner date sparks 700% ROI

Dinner date sparks 700% ROI

An intelligent retail event

i-movo is a leading digital voucher provider with clients across a range of sectors – including retail, FMCG, finance, utilities, telecoms and media publishers. The company provides a secure system, which generates digital vouchers that can be delivered using any media device – mobile, email, direct mail and payment cards – and offers real-time insight into consumer behaviour. This enables clients to calculate the return on their marketing activities more precisely and strengthen relationships with customers by way of improved targeting.

i-movo’s first engagement with Bright yielded a 700% ROI within three months, this has given us the confidence to invest in further activities.

David Tymm, CEO

Accelerating growth

i-movo was looking for an effective way to make direct connections with high-level decision makers and to establish a pipeline of new business opportunities in order to accelerate growth. i-movo engaged Bright to create and manage an event in order to raise awareness of its services and build relationships with key decision-makers within Retail.

Bright designed, and helped to host, a private dinner in the heart of London. From finding a unique venue and developing a compelling theme, to bringing together carefully selected attendees and providing effective follow-up, Bright ran the whole project from conception to completion – resulting in an evening that delivered on all fronts.

Significant incremental revenue

The event not only generated greater awareness of i-movo and its offering, it brought i-movo face-to-face with key decision-makers from blue chip brands and resulted in significant incremental revenue, including:

  • 700% ROI on the marketing budget
  • Building a reusable database
  • Greater market awareness generated in the retail industry
  • Direct contact made with influential retail decision makers
  • Well-qualified pipeline of opportunities established for sales follow up
  • New business secured in target accounts
July 9, 2019 Sian Heaphy
Sian HeaphyDinner date sparks 700% ROI
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Increasing leads by 800%

Increasing leads by 800%

Integrated agile marketing drives success

IMGROUP now part of Hitachi Vantara, was a multiple award-winning data insight and information management consultancy that helped clients improve business performance, achieve competitive advantage and reduce cost through the effective use of data.

The IMGROUP leadership was looking for a marketing partner that could help reinvigorate their marketing programmes, inject new ways of working and help them to take ownership of early stage pipeline. Bright was chosen to work with them to create an agile approach to campaigning using thought leadership to drive engagement and establishing KPI that aligned to the company’s business objectives.

Injecting agile ways of working

Bright conducted a marketing diagnostic that identified key areas for improvement across people and culture, ways of working and martech. The marketing leadership and Bright then restructured the in-house team to ensure it was results-focused and better integrated with the sales team.

Bright worked with the in-house team to create and execute an agile marketing approach and plan focused on lead generation and brand communications. Built on strong content and integrated across all channels including events, PR, UX, digital and social media marketing.

Bright has the expertise, credibility and gravitas needed to help us instigate change and get support from the senior leadership team. The result was sharper, more targeted and effective marketing that built the brand presence as well as generating leads.

Rav Atwal, Marketing Director

Agile marketing transformation

Bright brought a mix of strategic thinking with a pragmatic, results-based, agile approach. The team delivered both critical short-term benefits and the longer-term strategic approach needed to build a successful programme that met the needs of the business, the results included:

  • 800% increase in qualified leads
  • High quality content used across multiple channels
  • Brand building resulting in acquisition by Hitachi
  • Greater alignment between sales and marketing
  • Transformed the marketing function and injected agile ways of working
  • Improved internal perception of the in-house marketing team
July 9, 2019 Sian Heaphy
Sian HeaphyIncreasing leads by 800%
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Partnership fuels growth

Partnership fuels growth

Building better business together

MavenWire (now Flo Group) is a recognised leader in delivering Transportation Management Solutions, with many years of experience in implementing logistics solutions for customers from a wide range of industries, and working with a selection of world-class suppliers. MavenWire recognised that many EMEA companies struggle with supply chain optimisation, and identified an opportunity to strengthen its own business by capitalising on that need.

MavenWire understood the value of developing a close relationship with Oracle in order to fortify its brand and create new sales opportunities within Europe. Oracle has a large number of partnering organisations, so it was important for MavenWire to stand out from the crowd; and establish itself as the go-to Oracle supply-chain consulting provider, if it was to achieve its business goals.

MavenWire wanted to improve it’s Partner Experience (PX) strategy and work on joint marketing campaigns to strengthen its relationship with Oracle, and build up a pipeline of well-qualified sales opportunities.

Bright appreciated the importance of building a strong relationship with Oracle through effective PX and were able to make this a reality.

Barry Hyes, Executive Director

Agile lead generation campaigns

MavenWire engaged Bright to help develop its PX marketing approach with Oracle. Bright planned and initiated a series of lead generation campaigns, initially independent of Oracle involvement but always sharing the results with the Oracle team. The campaigns focused on an integrated agile marketing approach, testing, learning and building on success by using:

  • Engaging content and collaterals
  • Consistent direct and indirect communication to the target audience
  • Major industry conference and event sponsorship
  • Social media outreach

After sharing the results with Oracle the approach evolved into a series of joint marketing campaigns with Oracle, to establish a pipeline of new license, implementation and consulting opportunities within key target accounts.

A joint campaign approach combined Oracle products with MavenWire’s delivery expertise to offer prospects a complete solution. The lead generation campaigns enabled MavenWire to identify new sales opportunities and win new business jointly with the Oracle sales team.

Joint partner marketing success

In building this alliance through proactive marketing, MavenWire leveraged the Oracle brand to validate its own propositions, and become a go-to partner for Oracle implementations and consulting.

Results

Improved PX

Resulting in investment in joint marketing campaigns as a proven and proactive partner

Campaign surpassed its target by 200%

Resulting in increased investment and further support from Oracle

Strong sales pipeline established

3-4 qualified sales meetings generated per month for MavenWire and the Oracle sales team to jointly pursue

July 9, 2019 Sian Heaphy No comments
Sian HeaphyPartnership fuels growth
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