Case Study about how a small Canadian MSP landed new accounting firm clients in British Columbia, Canada with the help of a TLM email marketing program
About Client
The client specializes in providing accounting firms with cloud services and day-to-day managed IT support services. They are based out of British Columbia, Canada.
Business Problem
The client was looking for lead generation agencies that have expertise in MSP services.
They had great success with accounting firms, but they needed a way to reach a broader number of prospects within their audience. Expansion was on the horizon, and they were looking for a good partner for B2B lead generation.
Although they had expertise in servicing accounting firms, they were losing customers due to an increase in competition and more competitive prices offered by other MSP companies in the market. They decided not to fall for the low-pricing model. Instead, they planned to hire a third party to help them generate quality leads.
Our Plan
When we met with the client’s management team, they were clear with their expectations. They told us that they had tried email marketing before, but it didn’t work out well for them. We asked them to give our services a try for three months, and they agreed.
We started with assigning one of our most experienced team members to the account and began the contact discovery process for accounting firms in the territory.
We decided to use a three-touchpoint campaign designed around their day-to-day managed IT and cloud services.
The campaign also leveraged a few infographics, which could help us better convey the services in a visual manner.
Our assigned lead identification executive coordinated frequently with the client’s point of contact for new leads and to connect with their CRM so that the client team would be notified about new opportunities.
Our exclusion team removed any potential leads if the owner or the president of the company asked for them to be removed.
Results
During the first three months, we generated between three and four leads per month. These leads were identified as qualified prospects who expressed interest over email in response to our campaigns.
After three months, we were able to increase the number of leads generated to between seven and 11 per month. The client was impressed with the technique we were using to bring qualified inquiries to the table.
They’ve since seen a significant increase in revenue and clients using their services. They became more competitive in their industry, and inbound leads continued to come in as a result of our email marketing program campaign.
We are now generating an average of six leads per month for the client.
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