Australian company, MC Global, have been developing and delivering Computerised Maintenance Software (CMMS software) solutions since 1999.
Looking to explore the market, MC Global appointed JMB to launch the brand and gain a foothold in the UK and Europe through a comprehensive lead generation campaign.
Through highly targeted research and data collation the objective was to create engagement with potential clients with a view to introducing the MC Global brand.
Simultaneous to outbound activity, JMB managed all inbound web and telephone enquiries to provide a UK base and instil trust and authenticity with their potential clients.
JMB held several meetings with MC Global to define the proposition, identify the key objectives and to ensure the telemarketing team were fully equipped with knowledge of the product – enabling JMB to become an extension of the MC Global team.
Our next step was to commence a comprehensive lead generation campaign to communicate MC’s capabilities and gain initial sales introduction.
The initial campaign consisted of a pre-arranged meeting programme for the Managing Director of MC to attend during a UK visit. During this trip, the members of the JMB team attended meetings alongside the Managing Director.
Following his departure, equipped with the knowledge and product expertise, JMB attended and represented the meetings of behalf of MC Global.
Acting as the UK Sales office this flexible and transparent approach ensured the MC brand could continue to effectively develop meaningful relationships and business opportunities despite being based overseas.
JMB successfully secured a number of high profile meetings through an integrated approach of telemarketing, lead nurturing, inbound management and trade show attendance.
This approach was highly successful and secured two active clients, one of which is still MC’s largest account to date.
Since project inception MC Global have gone from strength to strength.
By year 2, JMB had helped identify and recruit their initial full time sales staff for their dedicated UK office; and following this JMB has enjoyed a long relationship with MC Global who now have 4 members of staff, 15 clients in the UK and Europe and are continuing to see growth throughout the UK and Europe.
Cristalinas is a Spanish Company specialising in home fragrances and natural air fresheners. Having become one of the market leaders in Spain, Cristalinas appointed The JMB Partnership to build their UK presence and penetrate the home-fragrance market.
The JMB Partnership launched Cristalinas’ UK market entry strategy, with a comprehensive lead generation strategy, including highly targeted meeting programmes with FMCG buyers at leading UK Supermarkets.
Adopting an integrated approach, JMB delivered a series of comprehensive meeting programmes and B2B sales appointments, which were attending by Cristalinas and JMB.
In addition, JMB managed the Cristalinas stand and trade show presence at the Autumn Fair, conducting activity both pre, during and post-show activity to optimise marketing efforts.
Cristalinas products are now stocked by a leading UK supermarket and sales continue to grow in the UK.
To date, JMB has enjoyed a strong relationship with Cristalinas for over 6 years and continue to provide outbound sales support and continued market growth.
“Cristalinas are proud to have been working with James and the team at JMB Partnership for over 6 years. The JMB Partnership provide excellent services as our UK office providing both sales and support staff to our major UK retail targets. Through our joint work with JMB we recently signed a contract with one of the world’s largest supermarket groups. We would have no hesitation in recommending JMB partnership to other companies looking to target UK retailers.”
Gonzalo Morillo, Key Account Director, Cristalinas
Patties Foods Limited (PFL) is a leading branded frozen food company in Australia, with market leadership in the frozen savoury, dessert and fruit segments. Founded in 1966, the company has its main operations base at its production facility in Bairnsdale, Victoria, Australia and employs around 650 employees.
Products are available throughout Australia via an extensive network of Food service and Retail outlets, they also have sales offices located in many of the major cities in Australia.
Patties were keen to expand into the UK market, however, prior to launching in the UK Patties approached JMB to conduct a feasibility study.
The objective was two-fold firstly to test market traction through direct introductions with potential clients and secondly to gain valuable insight into the UK market place to ensure success and identify the most appropriate business model to adopt.
After initial product training was agreed that JMB would target 2 groups:
JMB’s Lead Generation consultant established direct contacts with key prospects in the market place, introducing the brand offering, increasing recognition and securing high profile meetings.
JMB conducted a full meeting programme with leading UK retailers, including TESCO.
This activity and the market insight obtained during this campaign was crucial to helping shape Patties Foods longer term strategy into the UK.
The insight they gained also enabled then to refine their UK market strategy prior to launching operations and a HQ. An exercise which would otherwise increase risk and expenditure.
JMB were approached by a leading customer insight agency, based in the US, who were looking to penetrate the UK market.
With little brand recognition and no client base the challenge was to develop a new lead generation and sales & marketing initiative.
The target market was easily defined; the top 200 UK high street retailers, hotel groups and restaurants.
Our role was twofold. Firstly, to book face-2-face sales appointments for the agency’s Managing Director. And secondly, although equally importantly, to educating the market on a new way of approaching customer insight.
Historically, top brands and retailers gained customer insight via mystery shopping programmes – a dated and ineffective service in comparison to the analytical insight acquired through digital technologies. Despite retailers wanting to know what their customers were saying, very few knew how to go capture this. With the majority of them not having dedicated insight departments or knowledge of the types of software services that were now becoming available.
JMB held several meetings with our client to fully understand our clients proposition and build a communication strategy.
Our next step was a calling campaign to identify the relevant contact, whilst bolstering brand awareness of our client and positioning as a “industry thought leader” with a view to identifying commercial opportunities and securing direct sales meetings.
In addition to outbound telemarketing, our Client regularly takes part in a number of industry events and JMB’s telemarketing skills have been used to optimise their at-show presence.
Trade show exhibitors and attendees were identified prior to the events and outbound calls were made to book meetings whilst at the show. JMB also followed up on leads generated by our Clients’ staff at the show, securing additional post-event meetings.
Fast forward 7 years and our client has doubled their investment in telemarketing and lead generation activity. Meetings have been secured with a significant number of top retailers and brands, many of which converted into valuable business wins.
The impact of the sales activity is evident. Since the partnership began, our Client has grown from a small home-based operation with one member of staff, to a 50 plus team member operation with state of the art offices just outside of London.
“The JMB team has fully understood our business and continues to play a vital role in our overall sales & marketing strategy. To this extent, we have recently doubled our investment in them.
I would have no hesitation recommending the team at JMB to help you on way to making your investment in the UK successful” – Managing Director, Customer Insight Service Provider.
Established in Germany in 2001, WELTEC was one of the first manufacturers and engineers of biogas plants specialising in anaerobic digestion.
Following success in their home markets, WELTEC BIOPOWER appointed JMB to launch and establish the WELTEC brand in the UK through a comprehensive lead generation campaign, to arrange appointments for WELTEC Senior Management to visit potential sites with a view defining the project requirements.
JMB held several meetings with WELTEC and Senior Managers to define the proposition, identify the key objectives and gain knowledge of the organisation, enabling JMB to become an extension of the WELTEC team.
Our next step was to develop a comprehensive pipeline targeting;
JMB’s role was to communicate WELTEC’s expertise, whilst educating and increasing the audience’s awareness of the offering.
Through direct communication, JMB would then secure one-2- one appointments for WELTEC to attend and conduct a site visit.
In addition to telemarketing, to support WELTEC’s UK market reach, JMB also supported WELTEC at a number of industry events to drive engagement and footfall, pre, during and post show activity.
Trade show exhibitors and attendees were identified prior to the events and outbound calls were made to book meeting programmes for WELTEC to conduct whilst at the show.
JMB secured over 100 high-value meetings and site visits for WELTEC. As a result of the introductions WELTEC have successfully penetrated the UK market and gained strong positioning with seven established sites which is continuing to grow.
Building on the successful launch of the WELTEC brand in the UK, the natural next step within was to launch a UK operation. The JMB Recruitment team were introduced to find a UK Sales Manager with relevant experience and a good understanding of the biopower sector in the UK.
Taking the time to understand the role requirements and the company culture of WELTEC, we successfully sourced, vetted and secured the services of an excellent candidate, who joined in the autumn of 2011.
Since project inception in 2011 JMB continues to work with WELTEC providing both sales & marketing and recruitment services.
Engagement, insight and member support is fundamental to the sustainability of any membership based organisation.
Understanding this, one of central London’s longest established ‘BID’ agencies selected JMB to conduct a membership engagement campaign.
Our role was multi-faceted. The primary task was to increase membership engagement by arranging one-one meetings for the Chief Executive and Business Manager to engage with senior business leaders of the member organisations, whilst also up-selling the multiple business services available to members.
The one-to-one meetings not only acted as a tool to bring the BID agency front of mind with their members, but is also a fundamental activity to gain member buy-in during the business consultation phase prior to the election period.
JMB held several meetings with the BID agency to define the proposition, identify the key objectives and gain knowledge of the organisation. A key part of our process when planning new client campaigns is to ensure the JMB team are fully equipped with knowledge of the product or service offering, and fully immersed within the brand culture. This ultimately enabled JMB to become an extension of the BID’s team.
JMB then commenced a comprehensive lead generation and membership engagement campaign, via telemarketing, to communicate the BID’s offering and their role within the business district. During this process, key objectives were to secure one-one appointments and upsell the services available to members.
Whether a public or private sector organisation, it is imperative to have understanding of the organisation – it’s practical role, in addition to its brand values, persona and identity.
This campaign was no different. To be fully immersed in the BID’s brand culture, the project team spent time at the BID’s offices to become familiar with the district first hand and developed strong relationships with the BID’s service suppliers, enabling us to become a core element of the team.
To ensure we connected and engaged with new members in the district as soon as possible, we enforced media monitoring to capture any new organisations that had moved into the area.
This enabled us to position the BID agency as a welcoming and informative voice of the area – bolstering the brand ID, whilst also acting as a catalyst for attending a meeting and up-selling services.
JMB successfully created significant up-sell of the business service offerings, whilst securing over 100 engagement meetings with BID members.
Using a combination of calls, emails and strategic media monitoring the approach was highly successfully in creating strong engagement which was imperative to generating up-sell of services for revenue creation; in addition to providing insight in preparation for consultation.
Our client is a multi-award winning mobile app developer & digital consultancy, working with both public and private sector clients.
Having successfully grown organically, our client recognised that in order to maintain a sustainable growth, they needed to proactively generate sales leads and reach new audiences.
With an in-house marketing team, our client was conducting some email and content marketing campaigns to a historic sales pipeline. A pipeline which had not been nurtured, segmented, replenished or fully qualified. Meaning that despite investing in their marketing assets, there was no mechanism to identifying the effectiveness of the campaigns or the ability to generate or convert them into meaningful sales prospects.
Working in partnership with our client, JMB developed a strategic approach to ensure short and long-term objectives were achieved.
Statistically B2B telemarketing is one of the most effective tools within the marketing mix. It is a highly effective, measurable and flexible route to market.
However, in recent years, prospects’ buying behaviours have evolved and typically it can take between 8-15 touch points to engage a prospect into a buying cycle. Therefore, the lead nurturing process is imperative to enhancing conversion.
Consequently, an integrated campaign was adopted to enhance prospect engagement and optimise sales conversion.
In a nutshell, by employing MA in a lead generation campaign facilitates highly-analytical lead ranking. Telemarketing efforts can then be focused on high-propensity contacts that present greater opportunities – resulting in lower lead time and greater conversion from the resource allocated to generate up to 53% increased ROI.
JMB cleansed the existing data assets and supplemented with a highly targeted qualified data set, ensured messaging was relevant for enhanced ‘cut through’ whilst extending their market reach.
All leads were monitored via the integrated CRM, providing a 360˚view of activity & the level of commercial opportunity.
Throughout the campaign, both current and future opportunities were captured, facilitating a continuous flow of new sales opportunities.
Integrated IP tracking also provided;
Email marketing is paramount as 62% of contacts that interact with email content will ultimately purchase. It is also a highly effective mechanism for contributing to the ‘touch point’ requirement prior to conversion, which averages between 8-15 dependent on segment.
JMB developed a content calendar and corresponding workflows within the platform – designed to guide the user through the lead nurturing process and create a platform to communicate our clients ‘brand story’.
The emails broadcast were a combination of ‘thought leadership’, drip and operational. Prospects would automatically receive messaging based on their segment and online behaviours – ensuring content would be highly relevant and ultimately heighten engagement.
Drip campaign and A/B testing was also facilitated via the platform for continued campaign improvement and ‘cut through’.
Creating a direct relationship with prospects is paramount to building trust and ultimately converting sales prospects.
Recognising this, JMB utilised telemarketing to build direct relations with prospects and gain valuable insight into the level of opportunity and suitability of the prospect, which would not otherwise be accessible. It also acts as the catalyst for converting sales leads into confirmed meetings.
By utilising the insight provided by the Marketing Automation solution, the telemarketing resource could be focused on calling the highest scoring leads.
Meaning that the telemarketing resource was optimised by ensuring;
The campaign was highly successful in identifying and securing commercial meetings with fully qualified sales leads.
Regular content reinforced through personal engagement enhanced brand awareness, the clients offering and supported the prospect through the lead nurturing process, ultimately accelerating the sales cycle.
The behavioural insight provided by MA enabled the telemarketing team to focus on the highest propensity leads, ensuring the resource was focused on those who were most engaged and likely to convert – resulting in increased ROI in the telemarketing resource.
MA also provided a 360˚view of the campaign, channel effectiveness and the vital insight as to the type of touch points required in order to map the user journey from an unqualified contact to a confirmed sales meeting – creating increased efficiency, reduced lead time and ultimately improved campaign ROI.
Lopez Landa is a leading provider of full interior fit-out services. A Spanish company by origin, Lopez Landa has offices in Bilbao, Madrid, Barcelona and Seville. Following their success in home markets our client decided to expand internationally and selected the UK as their destination of choice.
Having undertaken initial research to establish the viability of the UK market, it was clear that there would be a need to establish a UK subsidiary and to seek a UK Managing Director to launch and drive the UK operation forward.
Lopez Landa appointed JMB Partnership’s recruitment team to carry out the recruitment campaign, to seek the ideal candidate and the Managing Director of the subsidiary in the UK.
JMB held several meetings with Lopez Landa and seniors managers to define the candidate’s profile and ensure the JMB Recruitment personnel were fully equipped with the knowledge of Lopez Landa’s UK plans.
JMB also provided vital UK insight, such as salary and market expectations to support Lopez Landa in defining their ideal candidate.
A search & selection campaign was launched to address the recruitment brief. The search encompassed both candidates currently based in the UK and others based in Spain but with previous UK history.
Upon short-listing JMB Recruitment conducted initial interviews based on pre-agreed selection criteria.
JMB Recruitment identified a number of potential candidates to take to the final interview stages. This led to the appointment of a Spanish born construction industry professional who had been resident in the South of England for some years; and who was at a career stage appropriate to Lopez Landa’s needs and had the ambition to launch a new business whose success he could influence.
Following the successful recruitment campaign, JMB continued its partnership with Lopez Landa with the execution of a proactive sales & lead generation campaign to accelerate Lopez Landa’s UK business growth.
“After initial market analysis, it was clear that in order to drive our UK business operation forward, Lopez Landa would require Direction at a local level. JMB were instrumental in helping us to develop the profile of our ideal candidate and proactively identify suitable persons. At every stage JMB provided valuable guidance and support, helping to strengthen our UK operation.”
Guillermo Lázaro Baró, Lopez Landa, Managing Director
SAAS quality assurance platform, Scorebuddy, is specifically designed for the scoring of call centre agents across multiple channels; calls (inbound/outbound), emails, live chat or social media.
Looking to enter the UK Market and bolster their market share, Scorebuddy appointed JMB to conduct an integrated UK lead generation campaign through telemarketing, email marketing, trade show and meeting programme support.
Adopting JMB’s FirstStep approach there were several objectives behind the campaign;
JMB held several meetings with the Scorebuddy team to define the value proposition, strategy and campaign objectives whilst gaining vital product knowledge. A key part of our campaign planning process is to ensure the JMB team are fully equipped with the knowledge required for JMB to become an extension of our clients internal team.
As a FirstStep, a variety of segments were selected to test market traction, all of which had the prerequisite of 500 seat + call centres within the UK. This was inclusive of targeting BPOs, financial and insurance service, pharma, technology providers and other sectors that have a large customer services and/or tech support employee base.
Our next step was to commence a comprehensive outbound lead generation campaign to communicate Scorebuddy’s capabilities and gain initial sales introduction.
This was delivered through direct marketing tactic such as telemarketing, email and relationship marketing. This process enabled the Scorebuddy brand to build direct relationships with key DM’s whilst identifying short and term-term sales opportunities.
During the lead nurturing phase, the objective was to secure face-2-face meetings, client sign-up’s and product demos with organisations that displayed signals of a via project and/or commercial opportunity.
The FirstStep Lead Generation campaign was high successful in securing introductions with some of the largest call centre operators in the UK, including global brands such as;
Following the initial programme, a number of sales contracts were secured helping to facilitate Scorebuddy’s UK market entry.
This success lead to extending their target market to the US, where JMB also conducted an in-bound lead generation initiative through telemarketing.
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