Beyond Codes - Demand Generation Program of the Year
Company: Beyond Codes Inc., Simi Valley, CA
Company Description: Founded in 2008,Beyond Codes is a high-growth Demand Generation company that provides high-quality Appointment Setting services, Lead Generation, Lead Nurturing, Account Based Marketing, Whale Hunting with Named accounts, Contact Discovery, Social Media Tracking, Surveys and Interviews, Event Lead Generation, CxO Roundtables, Golf Events, Thought Leadership Events and Webinars.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Demand Generation Program of the Year
Nomination Title: Demand Generation Program of the Year
Tell the story about your organization's demand generation program since the beginning of July 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Account Based Marketing for a Major Analytics & Operations Company
The Client: Headquartered in New York, with approximately 25,000 professionals in locations throughout the United States, Europe, Asia (primarily India and Philippines), Latin America, Australia and South Africa, our client is a leading operations management and analytics company.
Problem: The client wanted to land a high valued named account but was struggling to reach the senior-level Decision Makers and Influencers at multiple departments. The client was looking to create and implement a strategy to engage the decision makers while integrating the sales process with the marketing process.
So, they turned to Beyond Codes to create & implement an ABM strategy and help them land the named account.
Beyond Codes with its team of Scouts, Research Analysts, Contact Discoverers, Lead Generators, Database Experts, Quality Analysts, Delivery Manager and onsite engagement manager created an integrated approach for the client involving research, mapping, and intelligence. The integrated approach consisted of appointment setting, key executive profiling, contact discovery, lead nurturing, social media tracking and events.
Beyond Codes started with understanding the business processes and the value proposition of the client. Thereafter, a refined discovery process was initiated to target the right prospect profile in the named account. We understood roles, responsibilities & reporting structure of key people and did a complete mapping of all the CXO offices in the organisation.
The 2nd step involved a comprehensive sales intelligence research process, which involved both primary & secondary research, business networking, quality checks & contact verification and intelligence gathering.
Through this process, we were able to profile the key decision makers, find relevant contacts, create the organizational chart & map the competition, survey the key decision makers and find the business initiatives & recent projects undertaken. As a result of the process, we understood the pain areas and the business drivers of the named account.
In the 3rd step, we framed and implemented an engagement & lead nurturing strategy which involved creating multiple touch points which included phone calls, personalized emails, blog sharing, case studies, in-person meetings, social media, and events. We identified compelling pieces of thought leadership content that helped early stage prospects identify the value of Client’s offering. There was consistent communication of relevant and engaging information through follow-up calls and emails over a well-defined timeline, to build strong relationships with key people.
We also set up meetings in industry events and conducted golf events, wine & cheese dinners, CXO roundtable & thought leadership events. To further drive engagement we also conducted webinars and conferences.
Within a period of an year, Beyond Codes generated 1050 high impact meetings for the Client in its Named Accounts followed by Lead Nurturing by setting up follow-up discussions. These included 68% In-person meetings and 32% Con-calls. The level of Meetings were- CXO : 24%, VP : 46%, Director : 30%
Around 62% meetings went into multiple rounds of discussions. Won 18% new logos and over 396 new accounts opened. Generated a qualified Sales pipeline of $210 Million
Apart from appointment setting we also did monitoring & tracking of almost 3000 Decision makers & Influencers over Social Media (Twitter, LinkedIn Posts, Speaking Engagements, Conferences & Events)
Surveys and Interviews were conducted with 35 CxO, 85 VP’s and 150 Directors that helped in gathering specific details and real time data.
Beyond Codes team worked closely with Client’s team in designing, running and managing the Named Account campaign and successfully helped them in establishing fruitful relationships with the Key Decision Makers and Influencers which ultimately helped in closing the deals.