Case Study

Sales

The Challenge

A US-based online subscription service provider for a leading B2B magazine publisher engaged with iContact BPO to provide a lead generation service targeting industry professionals. The objective was to get professionals from more than 30 industries to sign up for a free B2B membership and access to its resource library of B2B magazines, latest research, white papers, reports, case studies and eBooks.

The client was looking for a specialist team that could drive membership conversions while maintaining the professional reputation of the publisher as a premium brand of specialist titles. One of the key challenges faced was getting professionals, who are notoriously difficult to reach, to respond and complete the membership application process.

The Solution

iContact BPO undertook the campaign on an entirely paid-per-performance, risk-reward model. Agents underwent training on the client’s extensive portfolio of resources and membership benefits. The agents were tasked with contacting industry professionals and guiding them through the process of activating their B2B publishing membership. By adopting a hybrid work model of home and office-based agents, iContact increased the headcount to 60 seats which had a marked impact on the number of contacts, connects and conversion rate.

Results

Generated an average of 660 000 calls monthly with a 3% positive connect rate with 19 800 industry professionals.

Achieved an exceptional 45% positive conversion rate of complete and activated professional memberships.

A key factor in the success of this campaign is the high agent retention and capacity rates.

iContact has grown its headcount to 120 FTE across two of our sites, namely Johannesburg and Cape Town. Following a five-year relationship, iContact is a trusted sales partner to our client allowing both businesses to grow.

iContact has grown its headcount to 120 FTE across two of our sites, namely Johannesburg and Cape Town. Following a five-year relationship, iContact is a trusted sales partner to our client allowing both businesses to grow.