With their head office in Knottingley, West Yorkshire, Acumen are one of the leading providers of Waste Management Services in the UK. Established in 1984 and serving both the commercial, industrial and domestic markets, Acumen employ over 87 staff and are one of the countries fastest growing Waste Management companies.
Acumen approached Northern Media in 2016 because they recognised that the success from traditional prospecting methods was in decline. In particular, cold tele-marketing using raw prospect data wasn’t achieving the results they expected, which was causing their field sales and business development executives to spend more time behind a desk and less time in the field in front of potential customers
Northern Media suggested to Acumen that we set up and manage a LinkedIn campaign for their twelve field sales executives, with the objective of identifying, connecting and communicating with individuals that work for companies who may be in the market for their services.
The first phase of the project was to up-date the teams LinkedIn profiles to all-star status, design and brand the header, add latest projects, add a professional portrait photo and generally make the profiles consistent across their sales team. The second phase was to identify and connect with their target audience, unique to each executives territory or market sector. The third phase was to create a content strategy, before then writing and posting engaging daily content (text, imagery, infographics, animation and video). The fourth phase was for the Acumen sales team to follow up their ‘warmed-up’ LinkedIn connections and generate prospecting meetings.
Acumen has seen a huge increase in the number of social media connections, which in addition to raising both personal and company brand awareness, has also seen social media traffic to the Acumen Website increase by 250%.
Perhaps more importantly the LinkedIn campaign has improved the prospecting call to appointment ratio, by communicating with prospect targets a minimum of three months before receiving a tele-marketing call.
Overall Acumen’s ‘sales-led’ business has grown from under £500,000 enquiries to over £1 million a year, and LinkedIn has played a key role in supporting that growth.
“Despite only working with Northern Media for a relatively short space of time, they have already started to become a key strategic partner for Acumen Waste. At Acumen we are very sales led, which means our business development executives expect to have first class marketing support and collateral to help them drive new client acquisition. From building relationships with key prospects on social media, through to generating more inbound enquiries from our website, Northern Media have certainly played a key role in helping our sales team become more successful”
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Northern Media (Yorkshire) Ltd
Unit 2, Calder Island
Wakefield, West Yorkshire