B2B leads for an IT vendor in Kazakhstan and Uzbekistan
Customer’s goals
Gathering IT and business decision makers to a conference is an excellent way to build stronger customer relations and find new potential clients.
Live events are a great marketing tool for attracting attention to your brand and coming closer to new prospective customers.
Our customer is a branch office of Klinkmann, a leading provider of machine and device controls, digital production software, industrial data networks and cybersecurity, solutions for power distribution and protection, as well as New Energy.
The customer was organizing events in Kazakhstan and in Uzbekistan to get new prospective leads and gain more brand awareness. While the marketing team of the customer was creating a content and speakers’ agenda, the lead generation part of job was done with the help of Communica.
Our customer is a branch office of Klinkmann, a leading provider of machine and device controls, digital production software, industrial data networks and cybersecurity, solutions for power distribution and protection, as well as New Energy.
The customer was organizing events in Kazakhstan and in Uzbekistan to get new prospective leads and gain more brand awareness. While the marketing team of the customer was creating a content and speakers’ agenda, the lead generation part of job was done with the help of Communica.
Project scope
- Regions: Kazakhstan, Uzbekistan
- Job titles: Director/Manager of Manufacturing, Chief Information/Technical Officers, Chief Engineers, Head of the automated process control system, Chief Digital Transformation Officer, IT professionals and engineers
- Verticals: FMCG, Mining and Metallurgy, Oil and Gas, Pharmaceuticals, Transport, Chemicals
- Data lists: 500 carefully elaborated companies (300 in Kazakhstan and 200 in Uzbekistan)
- Tools: telemarketing, email marketing, LinkedIn
At the end of April 2023, Klinkmann engaged Communica Ltd team to help with gathering registrations for the Klinkmann Aveva Forum 2023 in Kazakhstan and Uzbekistan. We had very strict deadlines and we are thankful that a direct marketing campaign was prepared in a short time (including call scripts and the data list).
Leonid Reshetnikov
Head of Marketing
Klinkmann
Klinkmann
What we did
As the timeframe was very strict, our team consisted of 7 lead generation agents making calls, sending out invitations and gaining registrations. Additional help was given by a LinkedIn manager. The whole project was supervised by a project manager who was always in touch with the customer.
Knowing regional business communications and traditions, in Kazakhstan and Uzbekistan our team not only made calls and sent out personal business emails to decision makers. We also sent out personalized official letters to CEOs and general managers of the companies, asking them to authorize manufacturing and IT department directors to attend the event.
Knowing regional business communications and traditions, in Kazakhstan and Uzbekistan our team not only made calls and sent out personal business emails to decision makers. We also sent out personalized official letters to CEOs and general managers of the companies, asking them to authorize manufacturing and IT department directors to attend the event.
Our services
Project results
Among the registrations gained there were 65 C-level (e.g., Director of Manufacturing, Chief Information/Technical Officer, Chief Engineer, Chief Digital Transformation Officer) and 58 IT and manufacturing automation professionals.
- 67 registrations in Uzbekistan
- 56 registrations in Kazakhstan
- 500 companiesCold data list
- 123 registrations65 - C-level and 58 - IT pro & automation level.
67 in Uzbekistan and 56 in Kazakhstan - 24.6%Conversion rate (in some companies there were 2 or 3 delegates)
In 2 weeks the lead gen team was able to collect 123 registrations with a conversion rate of more than 50% into participants, which is an excellent result for events in the regions of Central Asia. Also, with the help of the agency, we were able to additionally process our registration lists and increase the percentage of those who came to the forum. The audience that we were able to collect through joint efforts met all the assigned requirements and was only from target enterprises.
Leonid Reshetnikov
Head of Marketing
Klinkmann
Klinkmann
During the forum itself, the team helped to answer all requests from participants and resolve emerging communication issues. I would like to note the high professionalism of the team led by Anastasia Babenko in solving the assigned tasks and flexibility in solving problems that arise during the work. Thank you for your effective work!
Leonid Reshetnikov
Head of Marketing
Klinkmann
Klinkmann
In B2B sales it is important to speak to your prospective clients personally but at the same time to get a maximum audience reach. And this is where events can help. So if a target group is chosen correctly and communication work for attracting the attendees is done well the IT vendor will definitely receive new leads which will fuel the sales process.
Anastasia Babenko
Project manager
Communica
Communica