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, Retail 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
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