Empire Engineering

The Brief

The team at Empire Engineering initially approached us to help sell tickets to their inaugural conference, Foundation Ex, from which they looked to provide valuable technical content to the industry and generate leads for business development purposes.

Following the event marketing campaign, we were asked to consult on business development processes, including a review of CRM systems and workflow, as Empire looked to scale and grow the organisation. A key requirement was universal adoption and consistency of process across the team.

Our Approach

After running initial diagnostics on Empire’s marketing channels, audience, and data analytics set up, we planned and delivered a targeted delegate acquisition campaign for the conference. We focused on organic ticket sales and also deployed limited paid for activity to complete the campaign.

This enabled us to discuss the ongoing business development approach after the conference had passed. We began by taking a deep dive into existing strategy, and looked at how we could create a more efficient model that could be utilised for staff training, office expansion, and to reduce reliability on Empire’s founder.

We created and tested a number of models with leadership team, incorporating existing requirements, whilst adding commercially effective techniques and reducing inefficiency. The CRM search and selection was made straightforward after identifying the optimal business development workflow with the team. We shortlisted 3 providers, completed demos and created dummy instances to play back to the team.

Impact

We completed the delegate acquisition campaign on target in terms of volume, however a key success was the quality of delegate - Empire Engineering generated numerous opportunities from delegate companies from which they have since won a contract worth several times the overall expense of the event.

Our work on the business development processes have identified a cohesive and clear process for the team to roll out, supported by a cost effective and functional CRM platform deployed right across the business. The new process allows the founder more time for running the business as well as freeing up more billable time, whilst empowering the whole team to contribute towards the continued commercial success of the business.