SAP Business One Lead Generation

Objectives

SAP’s UK and Ireland marketing team brought in Quantum to help achieve their sales targets for SAP Business One. The overall campaign objectives were to increase SAP’s brand penetration in specific SME verticals. Quantum was tasked with contributing €2 million pipeline by generating 333 Marketing Generated Opportunities (MGO).

Approach

Our specialist analysts led a data profiling exercise using telephone, online and social media research to identify the key influencers and decision-makers across the target organisations. The data was segmented to support a Quantum-led monthly email campaign and focused telemarketing follow-up.

Following each email, we then managed outbound communications to the decision makers through carefully targeted telemarketing campaigns. Our agents were assigned specifically to this campaign to help build familiarity among the groups of decision-makers and better identify those companies that were gaining traction. Quantum was also given the responsibility of receiving customer queries from SAP’s Click to Chat service – a major route for inbound enquiries from the main SAP website.

Results

Using our integrated campaign approach, we were able to generate a 41% increase in partner-accepted leads by the end of Q1 2013 over Q1 2012. By mid June 2013, we had gone beyond our target and generated 356 leads. Over 50% of the achieved pipeline target was attributed to 115 partner accepted leads established by Quantum.

  • €2 million share of pipeline required
  • Target: 333 leads required
  • Actual: 356 leads generated
  • 50% of entire pipeline generated by Quantum

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What the client said

Quantum move fast and generate high quality leads at an
impressive rate. They are really driving our Business One goals
forward and are already well on the way to exceeding their
targets. They definitely deserve to win an award for their
exceptional skills in demand generation.


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