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Client: Hinduja Global Solutions

Industry: Business Process ManagementCASE STUDY

THE BIG STORYHGS needed to develop a robust campaign structure and the content to fuel it to stay top-of-mind with its buyers through an extremely long sales cycle.

Delivered 85+ ideal client MQLs

Boosted SQL qualification rate to 60%

Created >$2.25 million in pipeline

Established a robust and repeatable campaign structure

Developed high-quality content for long sales cycles

Dramatically improved offshore sales performance

BENEFITS

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Campaign Stars not only created great content, but it taught us how to structure our campaigns going forward.

— JOANNE MORRISON, HEAD OF NORTH AMERICAN MARKETING

THE CLIENTHinduja Global Solutions (“HGS”), a Bangalore-based business process outsourcing company, helps make its clients more competitive every day by optimizing critical business processes and their customer experiences. HGS combines automation, analytics, and strategic process outsourcing to create unified customer interaction strategies, omnichannel digital customer experiences, and highly efficient back-end workflows that improve profitability and build customer loyalty for its global clients. In 2017, HGS received top awards from Contact Center World as winners of the Best Outsourcing Partnership and Best Self-Service Technology prizes.

CASE STUDY | MINDTICKLE!

THE SOLUTION

CONTENT PYRAMID

INFOGRAPHICS

A Strategy For Generating More Content and

Campaigns with Less Effort.

PERSONA PACK

SURVEY BASED LEAD GENERATION

Laser-focused, granular understanding of key

buyer personas.

Turn-key survey program designed to drive lead flow

and content strategy.

Compelling visual stories that are easy to

digest and share.

STRATEGY PACK

EBOOKS

Messaging refinement for multi-touch nurture campaigns, made easy.

Highlight your insights, customer successes, and use cases in a compelling story-driven asset.

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THE CHALLENGEHGS is an expert at making key business processes run more smoothly for its clients and their customers. But when it came to developing and executing robust outbound marketing campaigns designed specifically for its extremely long sales cycle, HGS needed an expert of its own. With its inside sales team in the Philippines struggling to create a repeatable structure for outbound nurture campaigns, and in desperate need of a stream of compelling, high-quality, dynamic content designed for each unique step of its long buyer’s journey, HGS required an end-to-end, turn-key solution it could trust. With an industry-leading solution but no strategy to market it, HGS turned to Campaign Stars.

THE SOLUTIONCampaign Stars took the time to fully understand HGS’s unique voice, perspective, value propositions, and goals for the coming year. Then, Campaign Stars hit the ground running. To address HGS’s need for well-planned nurture campaigns specifically designed for its long sales cycle, Campaign Stars executed its Strategy Pack, Persona Pack, and Content Pyramid offerings, implementing a highly-organized and purpose-focused calendar of content and delivery strategy. Campaign Stars developed and created a high-octane stream of infographics, informational eBooks, industry trend reports, webinars, emails, and more, all designed to be delivered at exactly the correct moment in the customer’s journey, keeping HGS at the front of its customers’ minds every step of the way, guiding them from discovery all the way to purchase. “We need to nurture these same customers over a long period of time. We need to engage with them at each moment and keep in touch with their challenges,” HGS Head of North American Marketing Joanne Morrison says. “Campaign Stars gives us the high-performance, high-velocity content to do that extremely effectively.”

CASE STUDY | MINDTICKLE!

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To support the performance of HGS’s offshore sales team, Campaign Stars executed its proprietary Survey-Based Lead Generation play. HGS got access to 10,000 ideal prospect contacts as part of Campaign Stars’ partnership with industry-leading marketing intelligence data provider DiscoverOrg, and Campaign Stars designed a lead-qualifying survey that highly incentivized participation from C-Suite executives. Within six weeks, the survey had delivered over 85 MQLs at HGS’s most critical target accounts. “Our sales team loved the survey,” Morrison raves. “They were blown away. They kept saying, ‘If only I could go into every meeting armed with this type of information, it would be amazing.’” To date, 60% of leads delivered by Campaign Stars have been accepted as SQLs by HGS. Its sales and marketing teams are implementing a robust, repeatable campaign structure, and it can attribute over $2.25 million in pipeline to Campaign Stars’ efforts. “You want to engage with a turn-key company that will not only do the up-front conceptual work, but will also train the sales teams and give them the tools they need to be successful,” says Morrison. “Campaign Stars went above and beyond what was in our contract. They delivered.” A robust campaign structure with dynamic content to fuel it? That’s business process outsourcing, the Campaign Stars way.

CASE STUDY | MINDTICKLE!

Visit www.campaignstars.com to learn more.