How targeted telemarketing rebuilt engagement with senior IT decision-makers

When a UK IT managed services provider moved away from a fixed internal sales development (SDR) model, it wanted a more flexible way to reach senior IT decision-makers around priority campaigns, events and sales opportunities.

Blueberry was brought in to test whether targeted outbound activity could provide that scalable resource. The immediate priority was driving attendance from senior IT decision-makers to an in-person technology event in Jersey, while the conversations also uncovered Microsoft licensing needs and future follow-up opportunities. What began as event outreach quickly developed into something broader.

Using an account-based approach, Blueberry generated qualified meetings and registrations while uncovering Microsoft renewal opportunities, future event interest and account intelligence that gave the client a clearer view of where to focus next.

With the activity focused on a relatively small market and senior decision-makers with longer sales cycles, success was measured by the quality of engagement and the commercial opportunities uncovered, rather than lead volume alone.

A more flexible approach to telemarketing

The client helps organisations improve how they use cloud technology, AI, modern workplace tools and cyber security, with a particular focus on professional services and regulated industries.

Events had long played an important role in helping the business build relationships with senior technology leaders, with its internal SDR team previously using targeted telephone outreach to support six to eight flagship events each year.

After moving away from the fixed internal SDR model, the client wanted to test a more flexible approach that could be scaled around specific commercial priorities. The first campaign centred on a senior IT leadership event in Jersey, with

Blueberry tasked with identifying relevant organisations and turning conversations into registrations, qualified meetings and future opportunities.

Results at a Glance

Immediate engagement

• 11 qualified meetings with senior IT and business decision-makers
• 11 registrations for the Jersey technology event
• Two qualified Microsoft licensing appointments

Future pipeline

• 11 Microsoft renewal opportunities identified
• 13 contacts added to the future-events pipeline

An account-based approach to event outreach

The event focused on AI, cloud, cyber security and changes across Microsoft’s ecosystem. Rather than treating the activity simply as event promotion, Blueberry took an account-based approach, using each conversation to understand the organisation, its technology priorities and where future opportunities might exist.

Conversations explored planned technology projects, Microsoft licensing arrangements, renewal dates, use of external IT providers, AI adoption and interest in future events. This meant the conversation could still uncover a relevant opportunity even where the contact was unable or unwilling to attend.

Blueberry worked with a combination of the client’s existing records and newly sourced data. The activity also helped correct outdated information, identify more relevant decision-makers and remove unsuitable organisations from the target audience. Where appropriate, tailored emails provided event details, registration links or information requested during the conversation.

Expanding into Microsoft licensing

As the pilot progressed, Microsoft licensing became a more urgent priority. Blueberry redirected part of the activity towards organisations reviewing their arrangements ahead of Microsoft’s July pricing changes.

The conversations explored current licence packages, renewal dates and whether organisations might be paying for products they did not need or overlooking services already included. Where there was a relevant requirement and an agreed next step, Blueberry arranged a conversation with the client’s licensing specialists. Because earlier outreach had already identified decision-makers, technology priorities and some renewal timings, the licensing activity could begin with more useful account information.

Generating meetings, event registrations and future opportunities

The Jersey event delivered the clearest immediate results. Blueberry arranged 11 qualified meetings with senior IT and business decision-makers and generated 11 registrations for the in-person event. Registrants included a CEO, CTO, Chief Digital and Change Officer, Heads of IT, an Operations Director, and senior IT managers.

Five of the qualified meeting contacts also registered for the event. A further 34 prospects requested event information, with at least six of those contacts subsequently registering. In total, Blueberry generated 11 registrations for the Jersey event. Another 13 contacts asked to be kept informed about future events.

The Microsoft licensing activity identified 11 future renewal opportunities for ongoing nurture, alongside two qualified appointments with organisations ready to progress the conversation. For the purposes of the campaign, a qualified appointment involved a relevant decision-maker who had confirmed interest in the client’s services and agreed to a next step.

Testing new audiences and event formats

The pilot also tested two further event formats. A Jersey Golf Day generated one confirmed registration, 10 invitation requests and 31 further prospects for follow-up, while another 10 contacts asked to hear about future events.

Blueberry also began outreach for a cyber security roundtable in Reading before the client postponed the event to refine its proposition and audience. The contacts and feedback generated remained available to support future activity.

Improving the information available to sales and marketing

Alongside the immediate results, Blueberry improved the client’s prospect data by identifying new decision-makers and recording planned technology projects, Microsoft renewal dates and future event interest.

This gave the sales and marketing teams a clearer view of who to contact and when. The pilot showed how tightly targeted, account-based activity built around a clear proposition could generate meaningful engagement with priority organisations. That finding could now inform future targeting and campaign planning.

The commercial impact

The pilot gave the client a way to reach senior IT decision-makers again without immediately rebuilding an internal sales development team. Rather than maintaining a fixed internal SDR team, the business could access specialist account-based outreach when it had an event, campaign or sales priority to pursue, scaling activity up or down as required.

The campaign also showed that an event invitation could open a wider commercial conversation. By looking beyond the immediate registration, Blueberry identified licensing requirements, renewal timings, technology priorities and future opportunities that might otherwise have remained hidden.

The result was not simply event attendance. The client gained qualified meetings to progress, future opportunities to nurture and better account intelligence to guide where sales and marketing should focus next.

Planning an event or looking to reach a specific audience? Talk to Blueberry about targeted telemarketing campaigns that generate registrations, qualified meetings and wider sales opportunities.

Call 0113 200 5200 or email info@blueberryms.co.uk