Client Overview
Our Client is a supply chain technology provider located in the United States. They had developed an automated warehouse execution product designed to run alongside SAP infrastructure. Their solutions are primarily for enterprise manufacturers and retailers working with SAP. They planned to launch a case-study-led campaign to expand enterprise sales opportunities across North America.
For a successful campaign, they needed to target ideal accounts and decision-makers. They also wanted to avoid unnecessary spending on contacts that didn’t quite meet their requirements.
The Challenge
The Client had a clear-cut strategy but lacked the account and contact coverage needed to execute it at scale. Their challenges included:
- A narrow, hard-to-source segment: The client wanted to target SAP enterprise customers generating more than $1B in revenue in manufacturing and retail. The level of firmographic and technographic precision would have been challenging for their teams to develop.
- Multi-persona decision-makers: Large enterprise purchases usually involve more than one person. The client needed to connect with IT leaders, SAP architects, project managers, and senior executives who help make technology and supply chain decisions. Identifying all these personas across thousands of accounts was difficult with their existing resources.
- Region precision: The target region was restricted to the United States and Canada. A broader global list would have weakened the campaign.
- Wasted spend risk: Since a case study presentation and direct sales drive were planned, unverified or generic contacts could have wasted campaign budget.
The Solution
The client came to us with a list of companies already in mind. What they didn’t have was a way for their sales team to reach anyone inside them. That was the gap.
- Verified, targeted contact list: First we narrowed the market down to the accounts that fit what they were after. We then identified the relevant decision-makers within each account and validated their contact information. This resulted in 42,985 verified contacts across 8,597 SAP-using companies.
- Complete decision-maker coverage: A database of nearly 43,000 contacts needed structure before the sales team could use it effectively. We organized the contacts by the roles the team planned to target: IT leaders, SAP architects and consultants, project managers, and senior executives involved in purchasing decisions.
- Firmographic filtering: We restricted the database to US and Canadian firms in the retail and manufacturing sectors with over $1 billion in revenue. That scale is what the client wanted, and it kept the campaign aligned with the large businesses they were after.
- Complete data fields: Our Team made sure every record carried what reps need before they launched the campaign: Job title. Email. Phone. Company size, revenue, industry.
Before launch, we also recommended prioritizing accounts based on company size and overall fit. This allowed the sales team to focus its initial outreach on the highest-value opportunities.
The Results
- 3X Sales Pipeline Lift: The case-study campaign generated approximately three times the sales pipeline compared with the client’s previous unsegmented outreach. This improvement came from targeting validated accounts that closely matched the client’s ideal customer profile.
- 40% Higher Engagement: Campaign engagement increased by 40% compared to previous outreach, since every record was validated and aligned to the ideal buyer persona
- Faster Account Coverage: With relevant decision-makers already mapped within each account, the sales team was able to start conversations with the right stakeholders. This reduced the time needed to move from initial outreach to a qualified discussion.
Conclusion
The client didn’t need more contacts. They needed the right ones. The exact decision-makers, and assurance that their campaign budget was directed towards real prospects. Thomson Data narrowed the database to SAP using companies that matched the client’s target industry, revenue, and geographic requirements. This gave the sales and marketing team a much more relevant group of enterprise accounts to work with.
