The client needed to drum up new enterprise accounts — a task that is always a tricky proposition. The Gravitas.io team began with meticulous manual research to put together a contact list it then submitted to the consultancy for review.
“At first, our new clients worry we can’t deliver leads that meet their business goals. We address that by having them approve the list of prospects we plan to approach,” says Addis. “That way they know they will be happy with every lead that comes through — that they are all accounts they want to do business with.”
With the prospect list approved, the campaign needed a hook, and Gravitas.io proposed a basic value exchange. “Every major enterprise company has a consumer insights department, so we decided to leverage the consultancy’s influence and expertise,” says Addis. “Based on our research, we invited key decision-makers to attend an online seminar focused on emerging trends and best practices for market research.”
Putting the strategy into practice, Gravitas.io began the consultancy’s personalised four-step email campaign.