Driving an 800% increase in qualified leads

IMGROUP: Reinvigorated Marketing – Integrated Campaigns

IMGROUP is a multiple award-winning data insight and information management consultancy that helps its clients improve business performance, achieve competitive advantage and reduce cost through the effective use of data. The company has recently been acquired by Hitachi Consulting.

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Bright has the expertise, credibility and gravitas needed to help us instigate change and get the buy in we needed from the senior team. The result was sharper, more targeted and more effective marketing that helped build brand presence as well as generate leads.

Reinvigorating marketing programmes

The IMGROUP marketing leadership was looking for a partner that could help them reinvigorate their marketing programmes and help them to take ownership of early stage pipeline, working with them to build and roll out integrated, thought leadership based campaigns built around the company’s business objectives.

Areas of improvement

Bright conducted a marketing audit that identified the key areas for improvement across the internal marketing structure, strategy and deliverables. The marketing leadership and Bright then worked to restructure the team to ensure it was results-focused and better integrated with the sales team.

Bright then worked with the internal team to build and roll-out a marketing plan focused on lead generation and brand communications, built on strong content and integrated across all channels including events, PR, direct marketing and digital.

Bringing a mix of strategic thinking

Bright brought a mix of strategic thinking with a pragmatic, results-based approach. The team delivered both critical short-term benefits and the longer-term strategic approach needed to build a successful programme that met the needs of the business.

  • 800% increase in qualified leads
  • High quality content distributed across different channels
  • Greater alignment between sales and marketing
  • Transformed the marketing function
  • Improved internal perception of what marketing can deliver