Lead Generation in the Water Sector
How we generated qualified contacts for a software and mobile computing solutions vendor
How we generated qualified contacts for a software and mobile computing solutions vendor
A provider of digital solutions for the water sector entrusted Geocom One with an integrated lead generation project to promote a vertical software platform and rugged devices (industrial PDAs) to a selection of Italian utilities. The client wanted to acquire qualified appointments, improve knowledge of the target market, and test the effectiveness of a multichannel approach.
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Project Goals
• Promote a proprietary software solution + associated mobile hardware
• Reach technical referents and decision makers in utility companies and water services
• Activate a mix of channels: email marketing, LinkedIn social selling and telephone contact management
• Generate interest and schedule one-to-one appointments
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Strategy Implemented
1. Georeferencing and segmentation
→ Database analysis by geographic cluster, company size and service type
2. Personalized email marketing (DEM)
→ Sends with technical content and call to action for appointments and webinars
3. LinkedIn campaigns
→ Direct messages and nurturing with valuable content targeted at technicians, operations and IT managers
4. Contact management and follow-up
→ Active follow-up to transform first contact into concrete opportunities
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Results Achieved
• Qualified contacts generated in various Italian regions
• Appointments scheduled with public companies and water consortia
• Webinar participation and post-contact insights
• Updated and enriched database with strategic insights
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Value Generated for the Client
• Entry into contact with a highly selected niche
• Increased visibility and authority in the sector
• Validation of interest for the software + hardware solution