The Challenge
Start with who you actually want to reach.
We got clear on the types of businesses Creative Spark wanted more of, then built targeted audiences around eight areas where its experience and offer were a strong fit.
These included recently funded businesses, product manufacturing, property development, food and beverage and professional services.
That added 8,235 carefully targeted decision-makers to the prospect database.
But building a big database wasn't the objective.
The important bit was finding out who within it mattered.
Creative Spark
Finding the signal in the noise.
We used branded email campaigns to introduce Creative Spark to these new audiences and, importantly, measure what happened next.
Who was opening? Who was clicking? Which sectors were responding? And which individual businesses were showing enough interest to warrant a closer look?
That engagement gave us something much more useful than a mailing list.
It gave us a way of identifying the businesses most worth having a conversation with.
Results
targeted decision-makers
added across eight audiences
+8235
172
highly engaged prospects
identified
88
direct replies
generated
10
confirmed leads
created
From engagement to conversation.
Across the programme, targeted campaigns achieved a 26.28% average open rate and 7.63% click-through rate.
Some audiences responded particularly strongly, with click-through rates reaching 52.7% in Food & Beverage and 43.6% in Product Manufacturing.
But rather than simply reporting those numbers, we used them to identify 172 highly engaged prospects.
Those businesses could then be researched individually and moved into much more personalised follow-up — using what we knew about the business and its engagement to make the next communication relevant to them.
That progression generated
88 direct conversations
and
10 qualified sales opportunities.
What changed
Creative Spark still had the reputation and relationships it had always grown through.
What it now had was a systematic way of reaching beyond them, identifying genuine interest and knowing where to focus its business development effort.
We didn't just grow the database. We made it useful.
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