Success story · BDRs, ABM and experiences · Inetum · IBM
A dedicated BDR team, interactive content, webinars with Inetum's experts and direct marketing nobody forgets: a Rubik's cube carrying the Inetum and IBM proposition. That is how we took storage, cyber resilience and AI with watsonx to companies that were not yet customers.
The challenge
Inetum wanted to take IBM's solutions to mid-sized companies that were not yet customers: organisations with storage, data or AI projects, but with long buying cycles and established suppliers.
It needed a team to talk to IT leaders, find out who had a project and when, and keep the relationship alive until the time came to buy.
What we did
TMR ran a BDR team dedicated to IBM and Inetum and designed everything around it: content, ABM, direct marketing and webinars. Each year the plan was adjusted using the results of the previous one.
BDRs speaking on behalf of Inetum and IBM with the IT leaders of 2,749 companies to uncover storage, data, big data and AI projects with need, budget and timing.
How to prevent a ransomware attack and recover with IBM FlashSystem, in an interactive "page-turner" format, plus an infographic for the FlashSystem 5200 promotion.
Up to 30 accounts per vertical, intent scoring and messages built on each sector's pain points: healthcare and pharma, insurance, manufacturing and retail.
We designed and sent a Rubik's cube personalised with Inetum and IBM: every face, a piece of the proposition. An object that stays on the decision-maker's desk and turns a cold call into a conversation.
"The new era of artificial intelligence with IBM watsonx": online sessions with Inetum's specialists to take decision-makers from curiosity to demo.
The pieces
Each piece had a job: open the door, keep the interest alive or take the decision-maker into a conversation with Inetum.
We designed a Rubik's cube carrying the Inetum and IBM proposition on all six faces: watsonx, cyber resilience, FlashSystem, infrastructure and data management. It landed on the IT leader's desk before the BDR's call and stayed there, in plain sight, for months. Spin it.
A 22-page page-turner e-book on preventing a ransomware attack and recovering with IBM FlashSystem, built to nurture interested decision-makers.
Flip through the e-book →
Scroll to see the full piece ↓
The email that took decision-makers to the e-book, with figures from IBM's Cost of a Data Breach report.
Scroll to see the full piece ↓
The invitation to the webinar with Inetum's specialists, sent to the accounts worked by the BDRs and through ABM.
Call, cube, e-book and webinar worked in sequence: each piece set up the next conversation with the person who decides.
The results
In 2022 the team spoke to 759 decision-makers and found 32 companies with a specific project: more than half of them in storage. Another 589 decision-makers stayed in medium-term follow-up.
That base of interested contacts fed the ABM campaigns of the following years.
Outbound campaign from 10 January to 15 December 2022.
32 leads in 2022 by solution type
Manufacturing accounted for half of the leads, followed by retail and transport and logistics.
Campaign close, November 2024 – January 2025
The email on AI with watsonx reached 2,780 contacts with a 37% open rate, and 11 IT leaders showed interest in the webinar.
Continuity
Lead: a company with identified interest or a project. It is not a closed sale.
In short
Between 2022 and January 2025, TMR ran a demand generation program for Inetum, an IBM partner, combining a BDR team, interactive content, vertical ABM, direct marketing with a personalised Rubik's cube and webinars on AI with watsonx. In the first year it made 17,138 calls, spoke to 759 decision-makers and found 32 companies with a project. In 2024 it generated 191 leads and a 37% email open rate.
Your channel, next
We help you find them, talk to the people who decide and keep the relationship going until it is time to buy.
Transparency notice: the text and charts on this page were produced with the help of artificial intelligence and reviewed by the TMR team (EU Regulation 2024/1689, art. 50).
