Alcatel-Lucent Enterprise

“The recipe for success started with Interlink’s first ingredient: Discover. This enabled us to be extremely hyper-targeted with our approach, and ensured we only pursued businesses that showed signs of early interest and were actively researching solutions.

“‘Early’ was the key word here. What we wanted was the ‘holy grail’ of any marketing campaign: to target companies with a genuine need for our product whilst simultaneously minimising the likelihood of targeting those already engaged with a competitor.

“Through Discover, we were able to achieve this ambition. Interlink’s method for sourcing intent data meant that our sales reps were able to speak with decision-makers who had a genuine interest and need. Because they were also in the initial stages of their research process, they were much easier to influence too.”

“High-quality intent data was crucial to us, but we also needed to have the capabilities to successfully target this data as well as the decision-makers within the account. That would come in the form of email and telemarketing campaigns – which is where Interlink’s Engage product came in.

“Interlink additionally gave us access to their global partner network. That meant we generated a good volume of leads from the off, and ensured the project was easily scalable – it was a simple process to assign extra resources to our campaign if and when the need arose.

“Considering that we run a number of demand generation campaigns throughout the year here at ALE, it was extremely important that we made sure not to target the same data and run duplicate campaigns with our existing suppliers. Access to Interlink’s partner network guaranteed that there wouldn’t be an overlap of efforts, triggering a high volume of new, high-quality contacts that could be added to our database and sales and marketing funnel.”

“The final stage was to tie everything together. The last step, of course, was to ensure our business development representatives had the best possible chance of booking meetings, generating opportunities, successfully opening calls, and effectively handling objections. Once again, Interlink proved themselves invaluable, running their Convert workshop with our sales and marketing team. It was commended by all.

“Before they delivered the session, Interlink assessed our current follow-up processes and conducted their own research. They really did leave no stone unturned in terms of analysing how they could add value to our existing tactics. As a result, the session was so far removed from your usual blanket or out-of-the-box solution – it was tailored, well- considered, and highly effective.

“In fact, to this day, we still refer back to the workshop. It ensures our BD reps are still applying the best tactics to convert as many leads as possible into meetings. Convert really did prove to be the final essential ingredient to Interlink’s 360° solution – and our success.”