Virtual Business Case Study

300%

Jump in appointment settings and sales conversions

60%

Increase in Total Addressable Market (TAM)

40X

Boost in Return on Investment (ROIs)

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Industry : Media Sector

Location : Georgia, United States

Challenge : Reaching Senior Executive Decision Makers Locally and Countrywide

Solutions : Lake B2B’s CRM-integrated Targeted Database, Digital Events Expertise

MEET THE CLIENT

The client is a giant media conglomerate based out of Georgia. This agency delivers strategic branding, digital marketing, campaign & community management - products and services to some of the very renowned companies in the USA. Established in 1987, the client had posted an annual turnover of $20K Million in 2019

CHALLENGES

REACHING KEY SENIOR EXECUTIVE DECISION MAKERS

WITH LOCKDOWN-INDUCED DOWNTURN, THE CLIENT WAS GRAPPLING WITH THE DUAL CHALLENGE OF CUSTOMER ACQUISITION AND RETENTION IN THE NEW NORMAL. THE MEDIA INDUSTRY IS ALREADY KNOWN TO FACE ROADBLOCKS LIKE FIERCE COMPETITION, EXCESSIVE TARGET DATA ANALYSIS AND THE ADOPTION OF TRENDING AI TOOL-LED CAMPAIGNING.

The sales managers at this client organization were searching for disruptive ways in which they could reach and expand their total addressable market (TAM) locally and worldwide. They wanted to bring about a spike in sales conversions through effective client marketing communications.

The client had embarked on new contemporary ways of personalized media distribution such as video-on-demand, live streaming, contextual media and advertising innovations like customized dynamic ad insertions in video ads, augmented reality (AR), virtual reality (VR) initiatives and more to boost customer engagement. The faced various bottlenecks like outdated key decision-makerdata and the consequent scattered content creation & ad targeting, along with data security issues.

The client was aiming towards arranging in-person media events, virtual events or webinar events for its target audience but was unable to pinpoint key buyers locally and worldwide for viewership and attendance of the same. The media agency wanted to particularly target senior executives – both existing customers and prospects to maximize leads. unable to pinpoint key buyers locally and worldwide for viewership.

THE CLIENT WAS WELL-AWARE THAT ‘SEGMENTED’ROBUST CLIENT DATA WAS THE FIRST STEP IN REALIZING THIS DREAM.

The Solution

When the client approached Lake B2B, they were utilizing in-house CRM software that was primarily outdated. Lake B2B’s thorough data management expertise provided the client a humongous sharp-focused, validated local and global database covering 75+ intelligence fields from over 680+ industries - including demographic, geographic, psychographic, firmographic and technographic data smarts. The client was thus able to draw up a more targeted invitees list, and deliver them customized communications for that game-changing coveted media event. Many of the event leads came from prospecting lists, along with targeted registrations, inbound web forms and more.

Along with it, the client was able to leverage tailored data cleansing, verification, licensing and bounce rate management services, Lake B2B was able to accurately flag the client’s data decay and deliver on a 90% data deliverability rate guarantee.

“We identified existing customers that have moved from their job role, and availed the freshest of account data thus driving exponential engagements for our events,”

said Aaron, a seasoned Sales Manager with the client agency

Lake B2B’s CRM-integrated data intelligence also helped the client to target key movers and shakers in top companies and then map those potential attendees back to the CRM. At the region-specific online events, with bespoke 3D virtual rooms, the client was able to successfully drive customers to a 3D virtual event experience. Target reach not only activated this interactive, digital experience but was key in personalizing communication for various thought leadership power talks, media trends analysis, Q&A polling and live demos. With support from Lake B2B, the client was able to execute appointment setting sign-ups, referrals forms, e-books &brochure distributions to key senior executive decision-makers, ultimately boosting sales like never before.

THE RESULT

60X Jump in Total Addressable Market (TAM)

With its ideal prospect attendees and warm leads list in tow, the client was empowered to drive a 300% jump in appointment settings and sales conversions. 100% accurate, verified and high deliverability rates further successfully drove up the total addressable market (TAM) coverage for the client’s region-specific events by 60X.

A consequent 4X boost in Return on Investment was seen. The client finally got their desired traction on their media sales pipelines spanning different industries.