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Integrated marketing programs match Mitel’s commitment to high performance and innovation

Global Market Insight, Inc. forecast that the unified communications market would hit $96 billion by 20231. In markets growing this fast, to stay ahead of competition you must keep delivering more leads and provide the insight necessary to help them close. That was exactly what Derek Gunn, Global Marketing Automation Specialist at Mitel, set out to do.

Gunn’s team at Mitel, a global leader in business communications that powers more than two billion daily business connections, is responsible for distributing thought leadership content to potential customers and generating new leads for sales. While already running multiple outbound campaigns, Mitel wanted a partner who could further expand their reach. Furthermore, they needed actionable insight to improve their nurture streams and more effectively qualify leads before passing them to sales.

Detailed intelligence and a high volume of active prospects to fuel nurture streams

After evaluating provider lead quality and breadth of service offerings, Gunn chose to work more energetically with Informa TechTarget. Mitel’s commitment to high performance and innovation required a program capable of serving both strategic and tactical needs. So Gunn was drawn to an integrated always-on offering from Informa TechTarget that included datafueled display advertising, targeted demand generation and nurturing, all reaching exactly the right accounts and individuals.

He was especially impressed with the Informa TechTarget Portal (formerly Priority Engine), a platform that grants access to Informa TechTarget intent data and audiences, because of its ability to supplement Mitel’s inbound efforts with a high volume of prospects actively researching Unified Communications solutions. Gunn saw accessible value in the detailed prospect and account intelligence available through the Portal. This has complemented his nurture efforts and specific-account targeting – names sourced through the tool have increased nurture stream click-through rates by as much as 20%.

Mitel values the Portal because of the access it grants to the rich information from Informa TechTarget. With the Portal, Gunn’s team can better identify where their potential customers are in the buying cycle and which specific Mitel solution they may be interested in. These insights and more support more accurate topic/solution nurture streams, which in turn increase and accelerate SQL volumes. By targeting the right companies and individuals with betterinformed content, Mitel achieves the conversion rates it requires. And while Gunn’s team has always had a close relationship with sales, their increased ability to deliver prospects with high levels of interest has further strengthened the connection. What’s more, with the Portal, Gunn no longer needs to source additional lists to support his activities, further reducing his TCO and process complexity. And beyond his team, other Mitel departments are also able to leverage the same Informa TechTarget data through the Portal for their own marketing purposes, for use in direct mail campaigns and a host of other tactical purposes. Excited to begin realizing similar success in their own regions, Mitel’s EMEA and ANZ offices have also recently adopted the solution.

Qualified leads with significant contribution to pipeline and revenue

Beyond the core benefits of the Portal, Gunn appreciates the targeted reach Informa TechTarget delivers for him via its content marketing services. Providing valuable content tailored to unique target company needs, the combination has contributed well to greater inbound volumes of higher lead quality.

“We’ve seen it in the numbers – there have been some really good wins from a pipeline standpoint,” says Gunn. Since the program launched in February 2017, 80% of the net new active prospects he’s been able to access have become qualified leads.

Essential support and guidance to refine strategy and increase ROI

Additionally, he feels that the support he’s received from Informa TechTarget has been extremely beneficial – beyond how to use technical features, ongoing consultative input includes guidance on how to best mobilize against the data, apply tactics and strategies that will ensure the highest return, content advice and more. Continual proactive communication has helped him in refining his strategy and programs to ensure he’s getting the most from each element of the integrated package. Throughout the implementation and training process, Informa TechTarget has worked to ensure that any challenges were handled quickly and with minimal disruption to Mitel’s business activity. “The [Informa] TechTarget team has been fantastic to work with,” Gunn says. “It has been a very beneficial relationship.”