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Demand generation for AboveNet

AboveNet needed to expand into new sectors outside of the financial services and generate high quality leads for its sales teams to follow up and convert. OneGTM developed a unique strategy that delivered 1161% ROI.

The Client

AboveNet maintain high bandwidth connectivity solutions for large bandwidth users, they currently have 21 major metros and 1.9 million fibres around the globe.

The Challenge

Typically AboveNet’s network build has been driven by client demand; however they have recently found that they have reached saturation in their core market of financial services and need to expand into new sectors. Their requirement was to generate high quality leads for the sales teams to follow up and convert to sales. There was an additional consideration that network build was going to be limited by the 2012 London Olympics so we needed to build a strong pipeline of buildings for them to target during the lead up to the Games.

Our Solution

Typically AboveNet’s network build has been driven by client demand; however they have recently found that they have reached saturation in their core market of financial services and need to expand into new sectors. Their requirement was to generate high quality leads for the sales teams to follow up and convert to sales. There was an additional consideration that network build was going to be limited by the 2012 London Olympics so we needed to build a strong pipeline of buildings for them to target during the lead up to the Games.

The Results

The results behind the campaign were impressive. For the door opener, we received an inbound response rate of 17%, unheard of at AboveNet. The campaign resulted in five large sales generating £270,000 of business, ROI of 1161%, and a further pipeline of £6,750,000.

ROI of 1,161%

Inbound response rate of 17%

What the client said...

We were very impressed in what OneGTM did for us in the roll out of our connected campaign. Their thoroughness and planning ensured we only targeted customers who were real prospects.

Melissa Miller, Head of Marketing, AboveNet

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