December 6th 2010
Manchester based B2B agency Marketecture scooped the award for ‘Best Lead Generation’ at the B2B Marketing Awards 2010 (held on the 25th November at London’s HAC venue).
Nominated for an ambitious product launch for global multimedia publishing giant Reed Elsevier, Marketecture led the field of shortlisted agencies after exceeding every one of the client’s establishing KPIs, and crucially, its sales pipeline ROI target by 88% within a short timeframe of three months.
Max Clark, client services director, led the Marketecture team on the account. She said of the win: “We’re absolutely chuffed to bits – the combined client/ agency team worked really hard on the project and it’s thanks to everyone that we won last night.
“It’s fair to say that we’ve hidden our light under a bushel over the past few years and haven’t taken the time to enter many awards – this was the only entry we submitted to the B2B awards, so we’re thrilled to have clinched this trophy, particularly in such a results-led category. Our mantra is serious B2B marketing fun; because of our fantastic client relationships not only do we come up with the creative goods, but this award is testament to our constant focus on delivering commercially.”
The product launch, to executive decision makers in the world’s leading academic institutions, was achieved via an integrated and engaging global marketing communications campaign, comprising advertising, PR, paid for and organic search, personalization web technologies, direct mail activity and premium content development.
Marketecture developed a campaign metrics dashboard to assess tactical effectiveness, evaluating every activity on a weekly basis and fine tuning campaign messaging strategy as necessary.
Said Max Clark: “The integrated nature of the campaign meant that all of our various teams were involved from the outset, so there’s a very happy buzz about the office today.”
For more information on The B2B Marketing Awards visit http://www.b2bm.biz/awards2010