Case Study

Telstra, is in the world’s Top 10 leading providers of global telecommunications services. As part of a major refocusing of their objectives they wished to identify what are the key drivers for multi-national organisations in choosing a telecoms provider. At the same time they wanted to indentify potential new prospects.
They asked Axiall to identify the relevant decision makers in 150 Fortune 500 organisations and to question them in key areas. We worked with Telstra to create and refine the content and presentation of the survey to elicit maximum response. We helped them to source the best list of potential contacts and delivered the results Telstra needed:

Individuals contacted 500+
Companies contacted 400
Relevant individuals identified 200
Detailed responses gained 150+
Leads/tender opportunities identified 16

Axiall analysed the results and created 2 sets of outputs:

  • A detailed analysis of the findings, including conclusions and recommendations for action
  • A series of corporate profiles of prospect organisations
 

Following the success of this phase of the programme Telstra retained Axiall to carry out an ongoing lead generation campaign targeting the same universe of multi-national organisations and individuals. The proposition for this second phase was informed by the findings of the research exercise. Focussing initially on the relevant individuals we had identified in each company, it enabled us to deliver over 30 further high-value opportunities to Telstra.

We chose Axiall because they had a range of skills which could deliver value to us. They worked in partnership with Telstra throughout the project, helping us to source appropriate lists, formulate the questions to uncover the information we required, contacting target organisations and delivering the information we needed. They produced high quality prospect profiles and  their analysis of the survey findings provided Telstra with  valuable input to our product development and marketing  strategies. We have now asked Axiall to undertake an  ongoing programme of lead generation for Telstra’s Sales team

– Tony Martin, UK Marketing Director