Illuminis Insight Software Limited is a small, project-led company which provides companies with one vital and highly competitive piece of business analysis software. It accesses information locked in whichever technologies companies use for business, reports on it and enables comparisons. It often eliminates two days of work at the end of each month for the directors who use it.
Illuminis was in its fourth year of trading, with three people working in the business. Time to generate and manage a sales pipeline was scarce, and Managing Director Paul North planned to double the size of the business within the next few years.
Believing his product could help drive well-managed rapid growth for SMEs, Paul wanted to spread the word about Illuminis fast, before the company’s competitors reached his target audience.
“Our outbound marketing is reliant on e-mail campaigns. We’d previously used a design agency’s e-marketing portal, but it cost us several hundred pounds for each email campaign, plus email credits. When sending to a high volume of individuals, packages in which you pay for email credits often become expensive.
“Wanting to grow the company out of its internally time-strapped position, I turned from outsourced email marketing to look at technology-driven options,” he explained.
Paul’s marketing plan included sending one email campaign to a large number of chief executives each month. Paul knew he had an excellent product which SME directors didn’t know about – but needed. His campaigns enabled potential prospects to watch a film, ask for a demo and then enable sale closure.