CPD Registration Campaign Sells Out!

Our client is a trail-blazing fire solution manufacturer. As a progressive innovator in the market, our client’s fire suppression system was developed to save lives & high-rise buildings from devastating fires.

WHAT THEY NEEDED

Despite being well-known in the field and having a small business development resource internally, they needed help developing an effective outbound lead generation strategy. This would free up their time to focus on delivering crucial CPD (Continuing Professional Development) sessions. The COVID-19 outbreak, and the subsequent national lockdowns were also hindering the company’s efforts to reach clients and drum-up new business.

WHAT WE DID

Having engaged in telemarketing unsuccessfully a few years previous, our client wanted to better understand the landscape. The first step was to conduct an in-depth market research exercise to understand the market and decipher what people knew about our client and their newest product.

Following an initial campaign strategy review, it became clear just how crucial it was for our client’s product to be recognised by the Building Controllers and Private Inspectors. Furthermore, potential sales opportunities would be lost if the governing body was wholly unaware of our client’s products.

We quickly discovered that decision-makers responsible for approving products were unaware of our client or their product. The best route to market in this instance, was to conduct CPD sessions to further educate and nurture the sector.

Educating Local Authority Building Control (LABCs) more widely meant they could approve and recommend our client’s product for planned high-rise building developments. We set about developing an engagement strategy to secure attendance for online CPD webinar sessions to be conducted via a webinar format. Although our client had historically carried out face-to-face CPD sessions, we discovered that it was extremely time-consuming for limited return. We recommended that they switch to online CPD sessions to expand their reach and put less demand on their internal resources.

After developing a strategy on the best route to engagement, the next step was looking at the data. Although our client had an internal database, it was outdated and many of the decision-makers had moved on or were uncontactable. A key focus of the campaign became thoroughly cleansing the data to ensure that our client was left with an up-to-date and refined database.

We adopted a multi-faceted approach, inviting prospects to attend online CPD sessions. Prospects who were sufficiently interested, were passed onto our client to chase-up over the phone. Having worked with our client for several years, we have continuously refined their database to ensure they have high quality, bespoke records that can be used for numerous marketing activities.

Our joined-up approach allowed us to track each prospect in the right way, maximising the chances of conversion and reducing the amount of time the internal team needed to put into follow-up activity. We also designed a targeted email strategy to supplement calling activity, driving engagement, and pushing prospects down the buying cycle.

Following the CPD session, we contacted all attendees and gathered valuable feedback to inform the content and strategy for the next CPD sessions moving forwards. Where a prospect had signed up for the CPD session but had not attended, we found out why and if relevant, signposted them to another session at a more opportune time. And when interest was high, we set these as leads.

We advised our client on the steps to increase CPD engagement, the agenda for the session, the best platforms to use and how to progress and convert participants. We were able to manage the full process end-to-end, leaving our client more time to focus on delivering CPD.

WHAT WE ACHIEVED

Not only were we able to sell out the online CPD sessions, but our client had to release additional dates to keep up with demand. From the sell-out CPD sessions, we helped our client educate the market and get in front of more than 300 key decision-makers. Our client continued to conduct CPD sessions and lead generation throughout the COVID-19 pandemic and national lockdown.

“Even though it can be tempting to sit tight during uncertain times, Blueberry believes it’s more important than ever to keep driving growth and engaging with the market,” said Pamela Welsh, Blueberry Director. “After all, those that put in the work when times are tough are going to be the ones that remain in the forefront of people’s minds and will reap the benefits in the long run.”