Case Study: CA Technologies

CA is one of the largest software companies in the world, specialising in enterprise software for mainframe, distributed computing, virtual machine and cloud computing environments.

The Challenge:

CA asked Industry to help generate registrations for a breakfast event at Level 39, Canary Wharf, hosted by CA in partnership with Forrester Consulting.

The event focussed on service virtualisation and test data management.

CA wanted to target senior IT decision makers with responsibility for these areas who work within key and target accounts – a list of around 250 of the largest companies in the UK.

CA was hoping for around 20 delegates to attend on the day

The Campaign:

Industry worked with CA to source data that matched their data brief and emailed the invitation to attend out to a dataset of around 3,000 IT contacts.

Prospects were initially sent a ‘Save the Date’ in order to give them advance notice of the event and secure space in their diary.

This was followed up with a personalised invitation that provided more detailed information about the event and where it was being held.

If interested, recipients could click on the link in the email to view the full agenda and register if appropriate.

Registrations were followed up via telephony in order to qualify the lead and set up qualified sales meetings on the day.

The Results:

Using email and telephony, Industry generated 61 registrations from companies like Vodafone, Nationwide Building Society, Lloyds Banking Group, Credit Suisse, BUPA and Thomas Cook.

On the day itself, 25 prospects attended the breakfast, helping to create a substantial sales pipeline.

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