TBH Capital Advisers
The Organisation
TBH Capital Advisers is an independent financial advisory services firm that is part of the TBH Group: a national project and strategic management services company with offices in five states.
Director Michael Brink has worked for many years to create understanding and build connections between the worlds of capital/finance and infrastructure/project delivery.
Key Problems & Challenges
- Finding the appropriate decision-makers and influencers within local government to make a difference for clients
- Demonstrating the expertise that TBH has developed and the value it provides
- Reaching out to prospects without appearing to be selling
The Approach & Goals
Lead Creation introduced an approach (called “SAC” for Start A Conversation) to address the three main challenges:
- A campaign was designed to engage with local government decision-makers and influencers.
- We made them aware that funding was available to invest in clean and renewable energy and asked a question related to their application for this funding.
- The tone of message and question was casual and informative.
- The focus was on their needs and discovering why they had or had not applied for funding.
- We reached out to them via LinkedIn due to the response rates being much higher than through cold email campaigns (over 12% versus 0.2%).
The end goal was for Michael to meet with them to help them obtain this finance and advise them on their projects.
The Successes
The pilot campaign produced a positive response, engaging local councils and generating qualified prospects for the company, using a non-invasive, non-threatening, approach.
- 758 messages sent
- 98 responses – 13% response rate
- 37 new prospects identified – all directors, coordinators, managers and senior officials interested in learning more about how to receive funding
- Several referrals to the correct decision-makers also received
- In-depth answers to the question, which enabled Michael to take the conversation further