Lead Generation Campaign

A comprehensive data centre tour experience to a facility with 2 parallel, straight line optical fibre connections, 12 miles from Bank, the financial centre of London, providing exceptional data speed and quality.

Background

Digital Realty Trust, the world’s largest provider of wholesale data centres, have a small but highly effective and expert European sales team and required a strategy for maintaining consistent, high quality and relevant pipeline sales opportunities in the UK and France. The need to integrate a templated and brand orientated RFI and RFP document structure was also part of the requirement.

Solution

In order to define the proposition and uncover a competitive advantage, the MTD team requested a tour of a data centre. It was clear from this site visit that experiencing a DRT data centre in practice with all its unique features and benefits was fundamental to the sales process. MTD therefore planned a direct response campaign that encouraged a VIP tour to the facility in Redhill, Surrey.

Following data selection and telephone verification of key data centre decision makers within the FTSE 100, a ‘Who Wants To Build A Data Centre’ mailing, containing a pre-programmed pay-as-you-go phone was mailed and followed up, supported by a micro site.

Results

The campaign has returned an 8% conversion rate and delivered significant opportunity to convert new business worth millions of pounds.

The integrated campaign, which was well received both in terms of the proposition, the offer and the creative mechanic (WM Morrison called specifically to congratulate DRT on the quality of the marketing campaign!) saw 8 organisations request a VIP tour of the Redhill data centre and 2 RFPs were received.

The success of this campaign has led to the commitment of a second campaign in the UK and an extension into the French market.