Solution
How quality data and pinpoint email marketing led to lucrative new business for outsourcing company.
“We had support from Marketscan every step of the way. The email campaign has already paid for itself 4 times over”
Hayley George, Managing Director, Tennyson
The challenge
Tennyson is a successful outsource telephone sales and marketing agency which, like so many businesses in the UK, was devastated by the impact of Covid-19. The Sussex based company, which provides a human voice to customer touch points, lost its major client due to the pandemic.
In a bid to get the business back on track, Tennyson’s Managing Director Hayley George decided to launch an email campaign to new targets. However, she needed help with identifying who to target and how to reach these new prospects effectively through email marketing.
What we did
Marketscan talked Hayley through the various data and email marketing options best suited to her company before agreeing a cost-effective subscription solution that can be adapted as the business grows again.
The first step was to obtain a highly accurate data list from Marketscan’s huge business database. With support from Marketscan’s data specialists, the list was narrowed down by sector, number of employees and turnover to provide a select sample of quality targets.
Hayley decided to test an initial email campaign to test the water utilising Marketscan’s powerful ‘Edge’ email marketing platform. The platform has been specially designed with B2B emailing in mind and helps businesses to design, automate, test and send emails to Marketscan data lists. This helps to ensure each and every email hits the right inbox.
Edge provides multiple user-friendly features including email automation, landing pages, and a drag and drop email editor along with powerful reporting to measure campaign success.
Client benefits
Tennyson’s first campaign was an instant success. An email sent directly to highly targeted decision makers led to a contract with a private healthcare provider in a totally new sector.
“We trusted the process and it’s opened us up to new ways of doing business,” Hayley says. “Previously we have relied on networking, telemarketing and referrals to drive new business, but had never ventured in to the world of email marketing. We had support from Marketscan every step of the way. The email campaign has already paid for itself 4 times over. The key thing is this new client is going to grow and we are going to grow with them. Marketscan has made that difference.”
Commenting on why she selected Marketscan above other data providers, Hayley says: “We liked Marketscan because their style of selling is very much like our own approach to selling; having a consultative conversation, uncovering a need and not bombing us with sales products. Also, their proposition suits our needs now but also has the capability to develop as we grow our business.”
An email marketing convert, Hayley says she now plans more campaigns to different sectors. She adds: “Email marketing has become an important part of our toolkit to drive business to our organisation. More than just a transactional supplier, we view Marketscan, as a consultative partner.”
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