RRD

Challenge

RRD needed to overcome limited Middle East brand awareness, cultural assimilation challenges, diverse service line positioning and a competitive regional landscape.

Objective: Help RRD strengthen its Middle East presence, sharpen positioning across multiple service lines and build a qualified pipeline through an account based motion.

• Geography: Middle East
• Buyers: Enterprise marketing, communications, procurement and operations leaders
• Company context: Organizations evaluating multichannel communications, marketing, print, digital and logistics solutions

Approach

• Added an SDR and data miner to extract and develop the database.
• Assigned a Sales Operations Manager to oversee workflow and deliverability.
• Highlighted differentiators such as advanced technology, customization, customer service and post sale support.

• Evaluated service industry dynamics, trends and competitive landscape.
• Built targeted awareness campaigns for the Middle East audience.
• Aligned messaging to each service line and buyer need.

Outcome

6,922 leads built, 319 total responses, 78 positive responses and 31 meetings scheduled across the Middle East program.

• 6,922 leads built.
• 6,845 LinkedIn touches delivered.
• 1,225 emails sent.
• 319 total responses received.
• 78 positive responses and 31 meetings scheduled.

Key learnings

• Multi service companies need service specific messaging for each target buyer.
• Dedicated data and SDR operations improve coverage in a new regional market.