The Champion’s Champion
Target net new Customer Experience (CX) prospects at HTP (high target potency) companies to open the door to a sales call.
Prospects were unknown to DataStax. Using a combination of online social media platforms and tools and vertical trade and business press, we researched to find those who were responsible for CX at the target companies.
Once prospects were identified, we needed to understand the standout CX endeavours and initiatives they had achieved within their companies, and if they had been endorsed or recognised externally by industry trade bodies. Initially, the client wanted to send a gift from an existing customer (Microsoft, eBay, Sony, Starbucks et al.). However, we felt the recipient would perceive this to be arbitrary and of little emotional value. Our recommendation was to celebrate their success as a CX professional.
We designed a beautifully presented direct mailer featuring a personalised, engraved ‘award’ trophy, celebrating each prospect as the champion’s customer experience (CX) champion. Together with their award was an introduction to DataStax booklet. This booklet featured bespoke copy to introduce how the product’s technology delivered tangible benefits to their customer experience programme.
A Starbucks voucher was incorporated to inspire them to book a meeting with the sales representative and enjoy a free coffee from DataStax.
The campaign was very warmly received by the respondents. Follow-up calls by sales found it easy to reach and converse off the back of the campaign. A healthy pipeline was generated from 150 DM pieces deployed, achieving 40 meetings and 40 vouchers personally presented. The campaign was a great example of marketing and sales aligned and working together to deliver a successful result. And prospects, where meetings were not arranged, were fed into a dedicated ongoing nurture campaign within DataStax’s marketing automation platform.