Objective
Win a Fortune 500 B2B
Approach
The agency wanted to parlay its experience into larger accounts. I compiled a list of potential prospects and mined them for opportunities, including business changes, executive changes, and agency changes. As a more direct channel of engagement, I sent LinkedIn invitations to key marketing executives whom I was not already connected to.
Results
One of the new LinkedIn connections made an internal referral to a marketing executive in a division that was launching a new product line. I had an introductory meeting and capabilities presentation without knowing the ultimate plans. The meeting went well, but there was no activity for the next four months. After the launch date was announced, the Marketing Executive called to say they needed a new name, rebranding, website, and launch campaign ASAP.