As a global IT services and support company, Precision Solutions Group, Inc. has a lot of reach in a lot of places. But with a big reach comes a big reputation, and PSGi found their reputation becoming narrower than their expertise reflected. PSGi needed to find a way to share the breadth of their services with their prospects. Enter Precision Marketing Group.
PSGi and PMG have been partners almost since the dawn of both companies. Because of this long-term relationship, PMG has gained the unique advantage of seeing what works in the long run for PSGi, as well as the trust to experiment with what they haven’t tried yet. Of course, our ongoing engagement is focused on lead generation.
So for this new campaign, PMG had two primary challenges:1. How can we help PSGi develop qualified leads?
2. How can we show the diversity of PSGi’s services?
In the past, PSGi had tried to make their managed services portfolio known, and had additionally offered a free ERP consultation. But both PMG and PSGi knew that many companies would be hesitant to allow a new company to dive right under the IT hood. So instead, the two parties brainstormed and came up with a new approach: webinars.
It was the beginning of 2016, the perfect time to come up with a year-long plan. We collectively decided that a webinar series made the most sense to promote the diversity of PSGi’s services. True to form, we decided on a laser-focused campaign, one that would begin to promote a new webinar each quarter with heavy marketing during the 6-8 weeks leading up to the webinar, and then a month off to rest. Go in swinging, come back to breathe. Rocky style.
– Tracey MacDonald, PMG Account Manager
Teaming up with our two primary contacts at PSGi, Larry and Dave, we began work on the first webinar by brainstorming how they could go about describing their ERP solutions. They came up with three options: cloud-based ERP systems, on-site ERP systems, and a hybrid of the two. Then it was up to to the PMG team to promote the webinar.
We began our efforts with a number of techniques:
Our efforts paid off. The ERP webinar took off, with 45% of the webinar’s attendees becoming sales qualified leads. Even listeners at Coca-Cola showed up to listen in on the expertise that PSGi had to offer. And we didn’t stop there. After the virtual event, we produced a lead nurturing eNewsletter dedicated to ERP to follow up with attendees, which also generated a large number of clicks. Additionally, PMG set up a lead gen landing page series to house the webinar recording so that PSGi could leverage this evergreen content in the future as a visit-to-conversion source. That way, PSGi got the most bang for their buck!
Since then, PMG and PSGi have worked together on other webinars and we're currently planning another campaign for the next one. And if there’s one thing that works in business, it’s commitment to consistency. That’s an initiative any company can get behind.