TrueVector Technologies is a New England-based company that provides clients with visually appealing online maps, making it simple to visualize complex data. They deliver solutions to numerous clients, including Fortune 100 companies as well as Federal and State government agencies. They understand the value of business development, but as an emerging company, hiring the resources to uncover leads and fill the sales pipeline did not make sound business sense.
Rain has developed a full demand generation program for them. Their program targets the Telecommunications industry as well as Government and Military sectors. The following deliverables have been set up and are repeated on an ongoing basis. The program includes:
LinkedIn Email Campaign
- We identify and target appropriate leads in LinkedIn
- Collaboration proposal emails are sent through LinkedIn – roughly 50 emails/day are sent to generate leads
- Unique messages are developed and are continually sent to Telecom and Military/Government prospects
- We research and join appropriate groups, start new discussions and post comments 1-2 times per week
- Qualified leads are forwarded to the client for follow up
- We follow Twitter lists to identify prospects, follow prospects, and approach them by direct message
- We post GIS and mapping software news to attract people to follow us back – the goal being to “tweet” a news nugget 2-3 times per week
Other channels
- We search for and create accounts for the client on various forums and communities
- We subscribe TrueVector’s company profile to relevant directories
- we submit TrueVector demo maps to relevant galleries
This effort is supported by Pay-Per-Click campaigns and ongoing Google analytics reporting. To date over 60% of all converting traffic on the site is the result of Pay-Per-Click efforts.
Over a 24 week period the following results were achieved:
LinkedIn: Over 1,600 messages were sent to prospects. Of those roughly 70 qualified leads were sent to the client. TrueVector became a member and contributed comments to over 600 groups.
Twitter: We followed over 3,000 people and added over 500 new followers. We joined over 300 lists within the Twitter community.
In addition to the above, we have conducted targeted outreach efforts outside of LinkedIN, developed sales and marketing materials and generated mailing lists. All of this has lead to real customers. Alas, that number TrueVector would like to keep to themselves.