HPE Aruba / Wi-Fi 6
creation of a working framework for customer lead generation as part of developing a new specialization
Task
The client was having trouble attracting customers to its wireless network deployment services. In the market, the company was known as a large system integrator that specialized in computing, data storage systems, data center construction, and cloud infrastructures. SellPromo was tasked with identifying the most effective customer acquisition channels, developing company positioning for acquisition, creating a sales kit for the sales team, and maximally automating the lead generation process through digital channels.
Solution
To accomplish this, an integrated approach was chosen. An in-depth study of the target audience and existing customers was conducted to develop an Ideal Customer Profile (ICP) and buyer personas, along with buyer journeys, decision-making paths, problems, triggers, and more. Product descriptions, value propositions, marketing funnels, and sales funnels were then created according to the following model: Awareness (content marketing), Lead identification (cold outreach), Lead nurturing (email marketing, social media marketing, and retargeting). Qualification and handoff to sales To test hypotheses and optimize processes and mechanisms, a lead generation campaign for HPE Aruba products was proposed.
Implementation
During the preparation stage, we conducted research on the target audience and current large clients. This research included interviews with the client’s sales managers, analysis of comments on past deals in the CRM, customer development interviews with several clients, industry research, analysis of job requirements for network-related positions at potential clients, and a review of tenders related to the purchase and implementation of networking solutions. This information formed the basis for positioning, promotional methods, and engagement strategies.
Based on this information, we developed hypotheses regarding trigger problem statements and value matrices. All of the above hypotheses, formulations, triggers, mechanisms, interaction algorithms, creative templates, and copy templates were tested in a lead generation campaign for HPE Aruba wireless solutions. A landing page was created with value propositions and content to ensure ongoing user engagement. Several digital campaigns were launched across different platforms, targeting various audience segments to rapidly attract relevant users and test desired actions and behaviors.
An effective content strategy was implemented to position the client as an expert in building wireless networks for large, geographically distributed companies and to educate and engage technical specialists with complex case descriptions, educational webinars, and technical notes.
User interactions were automated through email campaigns based on prior actions and on-site behavior. This accelerated the process and removed sales managers from communications with potential clients in the early stages of the sales funnel.
Regular monitoring and adjustments based on real-time data enabled us to quickly formalize all key engagement and conversion processes.
Results
All key data, step-by-step algorithms, and other foundational information were documented in the sales kit, or sales guides. A strategy and plan of action for positioning the new service were formulated. Effective messaging, appeals, and communication templates for decision-makers and influencers were identified, as well as the optimal interaction channels. The lead nurturing and communication process was automated via email and social media messaging. The client’s CRM system became a full-fledged marketing tool.
During testing of processes in the HPE lead generation campaign, more than 100 qualified marketing leads were identified and converted into 18 deals within several months.
Subsequently, more than 20 successful lead generation campaigns were conducted for solutions from other vendors (Dell, NetApp, IBM, Cisco, Huawei, etc.) based on the developed framework.
