pipeline of new revenue created
marketing qualified leads
value of closed opportunities
unique visits to campaign website
ResponseTap are leaders in ‘Call intelligence’. If the phone call is an important part of the customer journey (high ticket items e.g. holidays) then Call intelligence allows marketers to understand which campaigns, channels and keywords make their customers pick up the phone.
Over a pint – ResponseTap came about over a few beers in a university bar between the founders Ross and Richard. Two years later the business had 100 customers and had joined the Telegraph’s Tech Start-Up 100 most promising technology start-ups in Europe. Today, having raised £4m in funding, the business has 80 staff and offices in London, Manchester and Atlanta.
Back in early 2019 it was clear to RT that traditional content marketing wasn’t working. It had become so bad that recent campaigns had generated zero responses. Webinars and ebooks didn’t engage prospects and SDRs felt on the back foot when making an initial call.
Like any good marketing team, ResponseTap had to think and act on the fly. What they learned through their failures was, the more creative and interesting they made their campaigns, the more this gave SDRs an invaluable ‘ice breaker’ moment.
According to their data and sales feedback, trying to engage customers using the traditional funnel approach just didn’t work anymore. Nick Ashmore (VP Marketing) states: “It takes too long to take prospects through AIDA. Sales team want conversations with prospects immediately.”
Lucy Brook, Marketing Manager at ResponseTap, commented: “We try to kick start the buying cycle and create ice breakers for our sales team using creative direct mail campaigns and face to face events. However, due to the absence of a clear company vision and mission, we are stuck in the cycle of telling the same benefit-led story with a new, single use creative angle each time. We needed a fresh approach.
We set out to:
Winging It.
Have you ever been asked a tough question by your boss, like “What’s the CPA on our latest campaign?” Have you ever felt so pressurised that you blag your way to some nonsensical answer? You’re not alone. We all do it. It’s called ‘Winging it’.
We decided to take this truth and amplify it in a creative/humorous way creating a bit of light relief around a difficult subject using the comedic talents of Alistair Green.
The success of this campaign required buy-in from the Sales teams. The marketing team spent 3 weeks promoting the campaign internally before going live to prospects in August 2019. This included briefing sessions, quizzes as well as internal promotions and merchandise.
“We were delighted with the success of the ‘Winging It’ campaign. We’d been experiencing diminishing returns with content led programmes and asked Rooster Punk to help us stand out from the thousands of other software vendors promoting their wares through webinars and ebooks. We decided to be brave with this initiative and we’re delighted with the impact it has made on our business.”
Nick Ashmore, VP Marketing, ResponseTap