CASE STUDY: Panasonic
TURNING INSIGHTS INTO LEADS
From construction sites to military operations: there are few places the Panasonic TOUGHBOOK dares not venture. And where these rugged notebooks, handhelds, and tablets go, demand generation will follow. In this case, the sales and marketing teams of Panasonic Business Mobile Solutions. Their mission: having established TOUGHBOOK as the market leader in Tier 1 European markets, they now wanted to extend their footprint in the UK, France, DACH, and the Benelux regions.
Background:
The TOUGHBOOK range is designed to be durable. To keep on working long after other traditional devices have given up and fallen to pieces. That’s why they’re a firm favourite of soldiers, delivery drivers, engineers and the like. For Panasonic to drive growth, this audience was the logical place to start. Hence the decision to focus in on 4 key verticals:
-
Fulfilment and warehouse
-
Transportation
-
Automotive
-
Emergency services
Crunching the numbers offered up a total addressable market of some 20,000 target companies. An audience that had already experienced various efforts to grab their attention – mainly through cold calling, email, and some ‘experimentation’ with social media. But as Panasonic were the first to admit, such activity had been largely tactical, and lacking any top down, consistent strategy.
Something new was required, and yes: that’s where Quantum enter the picture
Building on intent:
Our proposal was for an engagement approach that went well beyond any demand generation programme that Panasonic had previously attempted. That said, our strategy still rested on the tried and tested ‘basics’ of marketing:
-
Identify the right decision makers and influencers inside the right organisations
-
Find out what their priorities and current focus areas are
-
Target them with tailored content and offers
Doing this meant adding intent data into the mix. That’s why one of our first calls was to Nexus, a Quantum partner and the leading B2B buyer intent platform. This made obvious sense too: Nexus offers strong coverage for Panasonic’s addressable market across Europe. As a result, we were quickly in a position to track prospects – and to identify those considered a good fit for rugged devices due to their online activity. Armed with such high-quality buying intent insights, Quantum was all set to deliver a precision-targeted demand generation programme.
Getting personal:
As soon as the campaign went live, our initial task was to segment the target accounts according to their likely buying stage. Also fed into the mix was data on the types of devices and Panasonic solutions they were researching. Core insights that were then used to shape the messaging we sent to each contact. This meant we were able to:
-
Correctly prioritise accounts based on their level of interest
-
Ensure the messaging sent out was relevant and timely
-
Apply the intent insights across a range of marketing channels
Importantly, the granular level of intent data available also enabled us to focus our one-to-one interactions on the larger accounts. That meant crafting a more personalised approach for each of these, which proved crucial for uncovering more higher value opportunities – and for increasing lead conversion and quality.
The Results
As for the results, the first thing Panasonic noticed was a significant improvement in lead quality and value. For example, the first 20 leads generated were all accepted by their sales team: a 100% MQL to SAL (sales accepted lead) ratio – which only fell by 5% across the entire campaign. Better still, 72% of these went on to become sales-qualified leads (SQLs) – an 80% improvement on previous activity.
-
95% MQL to SAL conversion
-
75% SAL to SQL conversion
-
$2.8m of sales pipeline the first 3 months
-
34% Average Order Value increase