The Consultancy Company

Brainstorm Generates 25 Leads With Client over Two Months

The Consultancy Company are a leading management consultancy, delivering long-term performance improvements for businesses, social care services and local government.

The challenge

The consultancy’s procurement specialist wanted to develop a strong pipeline of leads. The sales cycle in the industry can be very long – 12 months or more is not unusual – so it is essential to build relationships with the right decision-makers, even if they are currently not ready to buy.

The objectives

Build strong relationships with key prospects, even if they are not yet ready to buy

• Stay top-of-mind throughout the sales process, which can last 12-18 months
• Generate 5 meetings a month with likely clients
• Raise the client’s profile as an authority on building lean and effective supply chains, so he becomes the ‘go-to’ expert in his niche

 What we did

• As the client’s key prospects are all easy to identify on LinkedIn, we used the platform to reach out to, and nurture them
• We optimised the client’s LinkedIn profile to ensure that it would appeal to his target audience, and added relevant keywords and content to help him get found
• We found hundreds of procurement decision-makers on LinkedIn, and connected to them over several months
• We developed informative, useful content that was immediately helpful to prospects, including blog posts, videos, slideshow presentations, case studies, and checklists. We sent this content directly to the client’s connections, on a regular basis, building his credibility and warming up the relationship
• To keep the client visible throughout the sales process, we wrote regular emails, LinkedIn status updates, blog posts and participated in LinkedIn discussions
• After a series of touchpoints, we asked contacts for a phone call or meeting
• So that the client could effectively measure progress with each of his contacts, we integrated his CRM system with LinkedIn

What the client achieved

• 25 meetings and calls arranged with likely prospects, over an intensive 2-month period!
• A far greater profile on LinkedIn, with 540 new connections, nearly all senior decision makers. He has regular contact with all of them, nurturing them for the long-term.
• Because he is regularly sharing relevant content, the client has developed thought-leadership around procurement and supply chain management, enormously raising his profile and boosting his credibility