The campaign that generated 76 qualified leads before it even launched
Intent marketing campaign
Insight&Leads generates 220 meetings and 45 new clients for timengo
timengo is a market leader in the Microsoft cloud platform, helping small and medium-sized businesses realize the value of the cloud and unlock their digital potential. The company brings years of experience and a proven methodology for secure and efficient cloud transformation. Headquartered in Ballerup with a team of just over 50 employees, timengo serves over 800 clients and supports more than 550,000 users.
One of the absolute biggest strengths of the Insight&Leads campaign is that our potential clients are the ones validating the points in our content. It isn’t just us talking about ourselves. This builds a high level of credibility around our services, making it so much more powerful than standard, one-way corporate broadcasting.
Through the survey responses, we’ve been able to zero in on the exact challenges our prospects are facing—which gives our sales team a fantastic angle when reaching out. It naturally makes us far more relevant when we know exactly how to help the client right from the start. Furthermore, we’ve gotten incredible mileage out of the survey and the resulting report. By leveraging the data across four different stages, it has generated a significant amount of leads.
As an added bonus, the report has become a valuable tool for our cloud consultants. When conducting client workshops, they frequently use its key findings as a springboard to address specific business challenges.
Objectives
Insight&Leads giver timengo 220 møder og 45 nye kunder
The target audience for the campaign was—and remains—IT managers at companies with more than 25 employees that use Microsoft 365. timengo knows from experience that these businesses often underutilize the platform’s extensive functions and security features, despite already paying for them.
To address this, timengo has developed services designed to help companies extract the full value from this comprehensive software suite. A prime example is their “Evergreen service,” which ensures the Microsoft 365 platform stays continuously updated.
Campaign Objectives:
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To engage the target audience and build awareness around timengo’s services
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To generate a high volume of Marketing Qualified Leads (MQLs)
The Solution
The campaign that generated 76 qualified leads before it even launched
LinkedIn kampagne
The Concept
The campaign is built around “Insight&Leads,” a proprietary concept developed by b2b.agency. By launching with a targeted survey, we engage key decision-makers right from the start. Their responses then form the foundation of a comprehensive industry report.
Content
This data-driven report serves as the hero content for the campaign. timengo and b2b.agency collaborated closely to develop the survey framework. In total, 113 IT managers participated, answering 16 specific questions. The overarching theme focused on the extent to which they are actively utilizing their Microsoft 365 features.
Self-Qualifying Leads
The true power of the Insight&Leads campaign lies in the fact that survey participants essentially act as self-qualifying leads. Through their answers, they paint a clear picture of their specific challenges and pain points, providing invaluable intelligence for the sales team. As a result, initial sales conversations can start at a much more strategic level compared to a standard marketing campaign.
The Campaign
The report was promoted extensively across timengo’s email database, through targeted LinkedIn ads and organic posts, and via strategically placed website pop-ups. By offering the report as a direct incentive for participating in the survey, we generated an additional 36 leads. These new responses then provided the fresh data needed to publish an updated, second edition of the report.
During the campaign’s third phase, the target audience was given the option to download the report without having to complete the survey, which yielded a further 53 leads.
Lead Nurturing Program
A dedicated lead nurturing workflow was set up in timengo’s marketing automation platform, SharpSpring. Everyone who participated in the survey and downloaded the report was enrolled in an automated drip campaign, receiving a sequence of emails with a gradually decreasing frequency over time. These emails featured links to supplementary content that expanded on the core topics covered in the report.
Meeting Booking & Outreach
To maximize the campaign’s impact, a telemarketing team was deployed to book meetings with the incoming inbound leads. In addition, cold outbound calling was conducted to target accounts, utilizing the report’s key insights as a strong hook in the sales pitch before sharing the asset. Ultimately, these targeted telemarketing efforts secured a total of 220 meetings for timengo’s sales team with highly qualified potential clients.
Online survey
Results
220 meetings, 189 conversions, and 45 new clients
The campaign generated 76 qualified leads before it even went live—and the momentum only continued from there.
Meetings booked with new prospects: 220
Total campaign conversions: 189
Sales Qualified Leads (SQLs): 50% of the generated leads were qualified with true sales potential, resulting in 45 closed-won deals to date.
