ICIS Analytics and Consulting

Planning season campaign

Progress and results - 07.08.15

Powered by Data, Driven by Insight

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Campaign objectives
Objective: To nurture and deliver quality leads that convert and support sales in
achieving 2015 revenue targets.
Target: 20 Supply and Demand Database sales from leads generated/nurtured by
marketing activity and 2 consulting sales in 2015.

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Persona Mapping
We worked with Ian
Elway and Karl to
complete a
proposition matrix for
each personal across
analytic and
consulting personas

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Activity review - July

Theme 1 Scenario Planning white paper finalised
and 1st email sent 30th July
Results: 13.1% open rate, 1.6% CTR, 149
downloads and 2 leads for AkzoNobel and
Petrochemical Corporation of Singapore
Theme 1 webinar took place 28th July

Linked In
post by an
attendee
following
the
webinar

Results: 242 registrants and 79 attendees. 78 of

the 242 registrants were new contacts, i.e. not on
our distribution list.
Analysts made up the largest proportion of
registrants and attendees (39% and 30%
respectively)
25 mins of questions after the webinar with 19
questions asked and 14 answered
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Total results to date

Scenario planning emails = 6 leads, 1 opp for 735 (credits)
416 page views and 212 visits to the scenario planning landing page
Data build 687 contacts built from 62 of the 72 target companies identified for
our accounts based approach. Work continues on 500+ further contacts.
Supply & Demand lead gen email (sent in June prior to the planning season
campaign):
120 responses
80 leads
40 contacts
0 opportunities tagged to this campaign at present though 7
contacts are related to existing open opportunities
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Activity for next week/two weeks

Theme 1 white paper publishing in 17 Aug issue of ICB.
Theme 2 confirmed - Scenario planning: regional shifts. White paper in
production and webinar promotion in progress.
Webinar set for 20th August.
Email promotion of Theme 1 white paper and Theme 2 webinar to persona
audiences.
Blog posts, LinkedIn pages and profile page for Karl to go live this week.
Free and paid promotion via social. Sponsored posts to be set up in LinkedIn
promoting the white paper and webinar.
Planning remarketing campaign to target past people who have interacted with
S&D communications but not become a lead.
Manage promotion to suppressed marketing key accounts through

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