Marketing in complex-sale verticals, such as IT and manufacturing, carries a special set of challenges. The conversion funnel is usually longer and nonlinear, and the process requires connecting with multiple decision-makers. That’s on top of the relatively steep learning curve needed to understand and communicate what the product or service brings.
For the Client, these form the basic requirements when teaming up with third-party agencies that handle part of their marketing programs. The company combines inbound efforts (mainly done in-house) with outbound tactics (mostly outsourced to providers). Prospecting and lead generation are the activities that the Client typically delegates to an outside marketing company.
The Client recently decided to look for a new marketing partner as part of its renewed focus on Southeast Asia. The company needed an outbound agency with the scope to help it cover new segments in its target areas ((Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam), as well as the scale to generate prospects from companies in its target industries.
More importantly, the Client wanted a lead generation company they could work with on a long-term basis. This would accelerate deployment of campaigns and keep the messaging more consistent.
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