Insight + PFL
Making sponsorship more strategic using automated direct mail
Fighting to Stand out among Sponsors
What Insight Needed
As a leading IT solution provider, Insight strives to ensure that their regional sales reps are well connected with technology leaders. In fact, Insight has always prioritized making meaningful connections. Those connections enable Insight to better understand and address the needs of their customers, placing those needs at the very heart of their business practices.
That’s why Matt Quirk, the Supply Chain Optimization Marketing Manager for Insight, decided to take a very personal approach to outreach and networking. His philosophy is to market with “99% branding and 1% sales.” To that end, Insight began a strategic sponsorship of InspireCIO, a company that runs an event series recognizing the CIO of the year in multiple regions. Quirk aimed to achieve the “99% branding” by celebrating the CIOs who were nominated for CIO of the Year.
Becoming a sponsor was only the start of the opportunity. Quirk wanted to use direct mail as a part of a multichannel campaign to increase brand recognition and awareness. According to Quirk, simply buying into the sponsorship and attending the events “would be good but not great.” To raise the bar, he conceived a more strategic and personal approach, one that would use tactile marketing. The objective? Bring the Insight brand to the top of the CIOs’ attention at times when it otherwise would go unnoticed.
CIOs at mid-market and global companies, all of whom were nominated for an award in an event series
• Difficulty connecting with the C-Suite
• Competition for visibility among fellow event sponsors
• Build brand recognition
• Introduce sales market leaders and regional VPs
• Create face-to-face networking opportunities and natural talking points
• Secure meetings with industry leaders
Inviting a New Plus One
Why Insight Chose PFL
The Insight team already understood the power of direct mail — in fact, they had another vendor engaged. However, that vendor’s solution didn’t offer a true integration with Insight’s Marketo software. The lack of integration resulted in excessive amounts of time spent on manual back-and-forth communications to track fulfillment logistics and the results.
Insight researched PFL and discovered a company that shares a common business philosophy with them — namely, a focus on making meaningful connections that put people’s needs first. After also learning about the PFL solution’s deep integrations, Insight brought PFL on board to automate their direct mail campaign for the InspireCIO event series.
Since launching the partnership, Quirk discovered another incredible asset PFL brings to the table: the people. He shared glowing praise for the PFL customer success managers and fulfillment team, who worked closely with him to execute the campaign and hit strict deadlines.
Supply Chain Optimization Marketing Manager
“What makes PFL so special is really two things: connecting with the marketing automation tools, and the people,” said Quirk. “The tenacity in going after the customer success and the customer relationship — that’s crucial. Those two things together put PFL lightyears ahead of anyone who might be considered competition.”
Making Tech an Event to Remember
How PFL Helped Elevate the Insight Brand
Insight created a campaign to use for the same event series in multiple regions, targeting 5 areas and nearly 200 CIOs.
They designed the flow of the outreach around the three in-person events of the series: the nominee reception, finalist reception, and awards breakfast.
Insight’s multichannel outreach had five direct mail touchpoints:
PFL’s deep integrations with FedEx enabled the delivery of each kit to trigger automatic emails to the recipients. The automated emails went out on behalf of the sales market leader connected to the account.
From this campaign, Insight scheduled meetings, captured new business with existing customers, drove engagement with partners, and developed new relationships with prospects. They engaged across industries (with big-name businesses in finance, insurance, pharmacy, and many others), ultimately increasing brand recognition and revenue by strengthening the interpersonal connections of the Insight sales leaders.
“This is every marketer’s dream — to constantly be in front of your prospects,” said Quirk. “PFL makes it easy for us to be extremely personal with our outreach and leave a lasting brand impression. We can show our prospects that we’re not just trying to sell them something, but we’re really trying to build the relationship and give value on the front end.”
Key Inspiration Takeaway
Associating your brand with the value you provide leads to better marketing and sales, and strategic direct mail directly nurtures your audience’s experience with your brand.