Driving Smarter Business Travel: Blueberry Streamlines Lead Generation for the Nation’s Top Transport Operator

About the Client

Our client is among the nation’s leading transport operators, offering bus, train, and coach services that connect millions of people every day. With a strong emphasis on sustainable and cost-effective mobility, they consistently seek ways to help businesses and employees travel smarter through innovative travel schemes and digital platforms.

What They Needed

Our client sought to boost awareness and adoption of its Business Travel Platform, which simplifies how organisations book, manage, and pay for employee rail travel by uniting the UK’s major operators in one seamless experience. Over a three-year campaign, our latest project focused on addressing earlier challenges such as an unbranded and inconsistent sales process and difficulties in tracking conversions and leads. We proposed a more engaging and professional approach to strengthen customer connections, enhance brand experience, and gather valuable market insights -ultimately streamlining the customer onboarding process.

What We Did

Redesigning the Business Engagement & Customer Onboarding Process

• Developed and deployed fully branded HTML email templates and dedicated landing pages, ensuring a cohesive, professional customer journey and reinforcing brand consistency across every touchpoint.
• Implemented automated follow-up workflows, triggering timely, personalised communications immediately after prospect calls to maintain momentum and eliminate manual delays.
• Introduced a refined lead segmentation framework, distinguishing between prospects seeking further information and those ready to convert, enabling tailored messaging and more effective sales engagement.
• Optimised outbound communications through branded Outlook templates, streamlining customer interactions, accelerating response times, and improving visibility and tracking across the sales funnel.
• Leveraged targeted geographical data focused on the client’s key train stations, ensuring campaign relevance and maximising engagement with decision-makers.

Collected Rich Market Intelligence

As well as promoting the travel scheme during our calls, we also collected information on travel habits and behaviour, hybrid work setups, and existing business travel provisions. We discovered that 93 per cent of businesses undertook regular business travel. However, only 17 per cent of companies had formal travel schemes in place, highlighting a substantial gap in the market.

This disparity underscored a significant opportunity for our client to target those companies identified without established travel frameworks, and position their platform as a much-needed solution, driving greater adoption and enhancing efficiency for a large, untapped segment of the market.

What We Achieved

The results were exceptional, especially given that all outcomes were achieved using ‘cold’, newly purchased data—meaning every prospect was engaged and warmed up entirely from scratch, significantly enhancing the value of these achievements:

• 644 qualified business engagements generated in just three weeks, resulting in a 77.5% conversion rate from key contact spoken with
• 1,184 cleansed decision-maker names and 1,154 up-to-date email addresses added to the business’s CRM
• HTML email open rate of 19% and click-to-open rate of 14.48%, demonstrating strong brand engagement

Summary

By improving the way they engaged, keeping their branding consistent, and adding some automation, we simplified what was an over-complex customer onboarding process. The streamlined approach didn’t just generate leads – it created a scalable model for future business engagement and highlighted a major untapped market for its Business Travel Platform.

Blueberry Marketing Solutions can help you break through barriers and achieve outstanding business success. Call us on +44 (0)113 487 7013 or email us at info@blueberryms.co.uk

[Copyright © 2025 Angela Kunawicz & Blueberry Marketing Solutions. All rights reserved.]