Client
NetApp, Inc. is an American data infrastructure company that provides unified data storage, integrated data services, and cloud operations solutions to enterprise customers. The company is based in Cork City, Ireland.
Challenges
NetApp faced challenges managing large-scale appointment setting and lead generation campaigns. Their partners struggled to track and follow up on appointments effectively, leading to dissatisfaction with lead quality and follow-up accountability. Additionally, they needed to promote new product lines (e.g., storage solutions, video surveillance systems) to specific market segments.
Solution
IRC provided appointment-setting and lead-generation services for NetApp, including: Calling purchased leads to schedule appointments, Promoting new products to specific industries, including police departments, K-12 schools, and higher education institutions, Implementing a tracking system to monitor appointment progress and ensure partner accountability.
Results
IRC successfully executed multiple demand-generation campaigns over several years, setting thousands of appointments and delivering verified leads. The PASS Tool tracked appointment follow-ups, provided transparency in the lead lifecycle, and improved accountability among NetApp’s partners. Despite logistical challenges, the campaigns demonstrated NetApp’s commitment to partner and prospect engagement.
Business Benefits
Improved accountability: The PASS Tool ensured partners followed up on appointments and provided feedback, improving lead lifecycle management.
Enhanced lead quality: Thorough vetting during calls ensured higher-quality leads for NetApp’s partners.
Promoted new products: Campaigns effectively introduced new product lines to key industries, driving awareness and potential sales.
Streamlined operations: The PASS Tool reduced inefficiencies and centralized appointment tracking, making follow-up processes more reliable.
Increased market penetration: Focused campaigns targeted specific industries, such as education and law enforcement, aligning NetApp’s solutions with market needs.
Scalable model: Multiple successful campaigns demonstrated the ability to scale similar demand-generation efforts for other product lines or regions.