DIRECT SALES STATEGY
Infosys Limited is an Indian multinational information technology company that provides business consulting, information technology and outsourcing services. With over three decades of experience in managing the systems and workings of global enterprises, they expertly steer their clients through their digital journey.
As a leading System Integrator and SAP Partner, Infosys aimed to target the SAP customer base interested in migrating from on-premise to S/4HANA. Therefore, they required an agency with extensive SAP S/4Hana sales & marketing experience to build, manage and deliver a direct sales strategy to increase their pipeline.
Targeting and accurate data was a crucial factor for this campaign to be a success. Working closely with Infosys, TPL determined the key decision-maker profiles that would be targeted during the campaign. By building a series of buyer-personas, TPL then built a bespoke list of contacts within each target account.
To ensure they hit every prospect touchpoint, TPL
combined outbound lead generation channels, namely telemarketing and social selling tactics, to drive engagement and increase conversion rate amongst prospects.
Close collaboration between Infosys and TPL resulted in a well crafted, attractive and competitive value proposition. ERP migrations are no small project. Therefore, the value proposition and positioning became critical.
By combining communication channels, TPL were able to reach prospects across more touchpoints, enabling more discussions and ultimately creating valuable opportunities for the client.
To supplement the direct sales strategy and drive towards the campaign goal of increasing awareness of the S/4Hana delivery migration story, TPL built and implemented a bespoke, targeted inbound content strategy aligned to the campaign buyer personas.
The timing of content distribution was critical. Alongside increasing awareness, the purpose of the content was to engage prospects who were thus far unresponsive. Therefore TPL built a comprehensive content calendar, focusing specifically on the optimal time to publish content in order to maximise its reach and effectiveness.
Integrating a content marketing strategy proved invaluable to the campaign. Whilst exposing S/4Hana & Infosys to a broader audience, it enabled prospects to learn more about the delivery migration story.