Deloitte – Lead generating

Challenge
Deloitte is known as a large, skilled accounting company – with emphasis on accounting. However, Deloitte is also a multi-disciplinary company and has established specialist teams with market-specific insight. The task was to take a specific market, the real estate market, and pass on knowledge of Deloitte’s market-specific team and while creating qualifying leads for the team.

Solution
Together with Deloitte, we identified a target area in the chosen market where companies had special challenges and in which Deloitte had developed unique tools – risk management.

Based on the hypothesis that a CEO would take interest in how his company handles risk management – this has a great influence on the company’s performance – we chose ham as a target group. Preliminary qualification of the topics by telemarketing clearly showed that CEO’s were well protected by gatekeepers, i.e. secretaries or personal assistants.

We chose to utilize a postal letter with a simple Deloitte identification, followed up by telemarketing, to get through the gatekeeper to the CEO. When we had him in the receiver, we challenged him to log on to a microsite with a personal code, whereupon the responsible Deloitte partner, in an online video, motivates participation in and completion of an online survey – a boss-to-boss dialogue. The survey was used to fill in a gap between the CEO’s impression of his company’s risk management and reality. This gap could be used by Deloitte consultant afterward to build a dialogue a generate sales.

We also chose to make it easier for the CEO: reminder telephone calls from telemarketers gave respondents the chance to give their answers directly over the phone.

Results

• 84% response including reminder!
• Follow-up in progress – almost 100% accepted a meeting with Deloitte.
• Sales cost per lead was lowered significantly.