Pure Storage, the all-flash enterprise storage company, enables the broad deployment of flash in the data centre. When compared to traditional disk-centric arrays, the Pure Storage FlashArray is 10x faster and 10x more space and power efficient, for less than the cost of mechanical disk per gigabyte stored.
Goals and Objectives
- Rapid UK and European expansion
- Set face-to-face meetings quickly
- Build sales pipeline for new starters
- Aggressively increase sales pipeline
- Consultants trained to understand core product and unique sales proposition
- Bespoke database of enterprise sized prospects created
- Aggressive, appointment setting campaign undertaken
- Successful executive-level appointments arranged within key enterprise customers
- Sales cycles accelerated
- Sales and marketing strategy developed for rapid expansion
- Brand and product awareness increased
Taking a sophisticated, innovative product to market with a new but rapidly expanding company.
Pure Storage is a venture capitalist start-up company, which entered the UK market in November 2012. They recently secured $150 million in funding, which is the single largest private funding in the history of the enterprise storage industry, taking their total funding to an impressive $245 million.
Pure Storage develops leading-edge, all-flash storage arrays technology based on their own software, combined with commodity flash hardware. It is a third generation product, offering more performance, capacity, resiliency, security and better integration.
One of the main objectives of the funding was to accelerate UK and European operations and increase sales and marketing teams globally.
Pure Storage had some online presence that had been initiated from the US, but very few customers in the UK and minimal branding or product awareness. Whilst building up their database of contacts, it was critical for them to have sales appointments as quickly as possible.
They approached ProspectAware, who specialise in lead generation and high-level appointment setting, because they wanted to rapidly increase sales through targeted campaigns and face-to-face meetings with senior executives.
ProspectAware’s brief was to target enterprise companies, with over 500 employees across the UK. It is common for every company to want to increase their sales pipeline, but what makes this campaign unusual is that Pure Storage were starting out with a relatively low UK presence when compared with other more established players.
“The quality of ProspectAware’s data is excellent. On the whole, they have provided appointments with the correct person to speak to in each company. Some opportunities have longer lead times than others but that is just the nature of sales. Even if some of the appointments have not been quite right, ProspectAware’s customer service is excellent: they are extremely proactive and quickly replaced those appointments with better targeted contacts. They take on board our feedback and respond immediately with viable solutions to potential problems. I would have no hesitation in recommending them.”
Mark Lewis, Product Marketing Director for EMEA, Pure Storage
The differentiator: clever short-cut marketing tactics
ProspectAware’s consultants were initially trained on the advanced storage technology and were then instructed to provide ten high quality appointments for Pure Storage.
Generating leads and brand awareness usually takes time, but ProspectAware provided Pure Storage with a short-cut to the conventional marketing methods to create appointments. Their on-demand appointment-setting service allowed the Pure Storage sales teams to get in front of high-level executives within prospective enterprise companies almost immediately.
Once these initial appointments had been successfully completed, Pure Storage reinvested in ProspectAware for more appointment-setting. They have now also replicated their campaigns in the Netherlands, again using ProspectAware’s services.
ProspectAware has gained a deep understanding and knowledge of Pure Storage’s core technology product, and the ProspectAware team has been well-trained to confidently sell Pure Storage’s proposition into enterprise businesses.”
Amar Bhatia, Managing Director, ProspectAware
The key investors in Pure Storage have decided to continue using ProspectAware‘s services in the future to develop more sales leads, which proves that they are delivering on their promises.
The future looks bright for both Pure Storage and ProspectAware.
ProspectAware Limited is head quartered in the City of London and specialises in delivering high level appointment setting, lead generation, telesales and marketing services to leading technology companies and their channel partners.
Our services can be used as a complete outsourced lead generation capability, or as an extension to an internal team. With an end goal of increasing our clients’ new business revenue streams, our primary focus is high level appointment setting and positioning them in front of key individuals within their prospective markets.
With over 15 years’ collective experience and direct knowledge of over 400 technology companies and the challenges that they face, ProspectAware’s services and methodologies have been designed in a way to add maximum value to our clients’ marketing and sales strategies.
The experience we have gathered has allowed us to develop a unique proposition within the area of technology marketing. By realising the need to combine a number of proven techniques to influence all points of access to our clients’ target audience, ProspectAware is actively engaged in developing the relationships between our clients and their prospective markets, improving the quality of new business sales opportunities and increasing the sales pipeline.
For more information, please feel free to visit the ProspectAware website or call our London office to speak with a marketing expert.
+ 44 845 299 7939
Prospect Aware adopt a Top Down calling methodology