Building a digital path from first touch to meeting for an IT services firm
Buyers screen out calls and research alone, so a phone-led funnel has nothing to stand on. A recorded scoping walkthrough and an architect's written answers now move them forward.
- Challenge
Buyers no longer take calls, so prospects stall between first interest and meeting.
- Approach
Sharpen the offer, map the buyer journey, and replace the SDR call with no-call tools.
- Result
Buyers progress to meeting requests digitally, and sales sees each account's stage.
The situation
IT services firms have long relied on SDR calls to move a prospect from first interest to a scoping meeting. Heads of data and cloud infrastructure now screen unknown numbers, research providers alone and contact a vendor only once they have a shortlist. A phone-led funnel loses these buyers in the gap between a content download and a meeting. The firm cannot see who is still evaluating and who has gone quiet.
The question that mattered
How can buyers move from first touch to a meeting request without a phone call, and how will the firm know where each buyer stands?
What we did
- 1
Test the value proposition first
Review product-market fit and competitive position against past wins and losses. The firm wins most when moving ageing on-premise warehouses and Hadoop clusters to the cloud, so it now leads with that.
- 2
Map the buyer journey
Define how a head of data moves from a migration question to a shortlist, and what each stage must answer without a call.
- 3
Build the no-call tools for each stage
Produce LinkedIn content for awareness and a recorded walkthrough of how a warehouse migration is scoped. Add an architecture Q&A: buyers send questions about their estate, and a named architect replies in writing.
- 4
Make funnel state visible
Track which accounts watch, ask, return or go quiet, and trigger personalised follow-up with a booking link.
What we delivered
The evidence and working documents the team kept.
- Value proposition built around legacy warehouse and Hadoop migration
- Buyer journey map with the question each stage must answer
- Recorded scoping walkthrough and written architecture Q&A process
- Account view showing who is watching, asking or quiet
The outcome
Outreach and content
leading with legacy warehouse migration
Heads of data
putting estate questions to an architect in writing
Sales
joining when a buyer asks to scope, with the written exchange to hand
Funnel state
visible by account, including buyers gone quiet
First meetings now open on the migration questions the buyer has asked in writing, with the answering architect present.
What changed in the GTM motion
The SDR qualifying call has gone. In its place, a buyer watches the scoping walkthrough, sends questions to the architecture Q&A and gets a written reply from a named architect. Sales joins only when the buyer asks for a scoping session.
Services in this programme
Case studies
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