BroadSoft
22 C-Level Meetings Booked at Mobile World Congress while the sales team stays on live deals
BroadSoft, acquired by Cisco, needed executive access at Mobile World Congress without pulling its sales team off live deals. ELEVATE rebuilt the target contact base, ran the outreach, and delivered 22 confirmed C-level appointments for a flagship event.
COMPANY BACKGROUND
BroadSoft built the software that lets mobile, fixed-line, and cable service providers deliver unified communications (UC) over their IP networks. The company sat behind telecommunications service provider networks worldwide, helping advance the convergence of voice, video, and data. Cisco acquired BroadSoft in 2018.
THE PROBLEM
BroadSoft needed to meet with as many key prospects at Mobile World Congress as they could fit into the four-day event. In previous years, internal sales teams had taken on that outreach themselves, working through high-priority prospects and trying to schedule qualified appointments face to face at the show.
Running an outreach program of that size alongside a full sales workload had proven slow and difficult. Booking C-level meetings at a congress of that scale is a specialized discipline, so the team looked for a partner who already had it.
Given MWC typically draws 100,000 attendees, knowing who is attending and how to capture their interest from other distractions is the largest obstacle to ensuring that the rest of the outreach efforts are successful and worthwhile.
As a starting point, BroadSoft held 374 contacts across 105 priority accounts, yet the list had never been checked against who still held those roles, who had moved on, and who would actually be in Barcelona that week.
WHY THEY CHOSE ELEVATE
ELEVATE has run event-based access campaigns in telecom since 1995. BroadSoft wanted a partner who could deliver results faster and more efficiently than an internal effort, and who could do it without affecting other areas of the sales team’s focus.
The Event Arc methodology covers the full cycle: the weeks of preparation before a congress, execution across the days of the show itself, and follow-through afterward. BroadSoft therefore chose ELEVATE to run that arc end to end.
ELEVATE’S APPROACH
Access at a congress depends on the data long before it depends on the outreach. A target list that has gone unverified sends the outreach to people who have left the company, sit in the wrong function, or have no relevance to your offer. Every dial against a stale record is wasted time and effort.
ELEVATE therefore rebuilt the contact base first. The team worked through each of the 105 target accounts to identify every relevant decision maker by name and title, confirmed attendance status for the congress, and only then began booking.
THE SOLUTION
Rebuilding the Target Base
ELEVATE cleaned and validated the BroadSoft contact database of 374 key contacts across 105 accounts. A complete, current, and targeted database is the backbone of any access campaign, so ELEVATE sourced the data through intense networking by phone inside each target account to identify every key decision maker.
That work produced 374 verified contacts, plus 34 referrals surfaced during outreach.
Within those 105 accounts, ELEVATE identified all C-level executives, including:
- Chief Executive Officer
- Chief Technology Officer
- Head of Strategy
- Head of Product Development
We then confirmed each executive’s attendance status for the congress.
Building the Outreach
ELEVATE developed a multi-channel outreach approach and blueprint so BroadSoft’s value proposition reached decision makers in consistent language and every qualification question got asked. Outreach then ran against the verified base, with ELEVATE managing confirmations and logistics through the congress itself.
What ELEVATE Delivered
- A reusable set of campaign material built around BroadSoft’s core value proposition
- A verified database of 374 C-level decision makers across 105 target accounts
- Outreach to 408 C-level executives and referrals
- 22 C-Level Appointments at MWC
- Back office support through the congress so scheduled meetings went ahead as planned
- Ongoing reporting and best practice support across the full campaign lifecycle
We were surprised on how much ELEVATE accomplished! They delivered exactly what they said they would and our sales team was able to focus on the event. We’ve worked with numerous partners in the past, and look for professionalism, knowledge of industry, and efficiency, and no one has come close to what ELEVATE delivered! ELEVATE’s approach was succinct, simple and affordable. The campaign was a tremendous success!
SR. DIRECTOR, MARKETING & COMMUNICATIONS
– BROADSOFT
THE RESULTS
22
C-Level Appointments at MWC
5
ADDITIONAL POST-EVENT MEETINGS CONFIRMED
15
contacts identified for post-event follow-up
176
responses from 408 executives contacted
The internal event team stayed on logistics and collateral, the sales team stayed on live deals, and ELEVATE filled the calendars with qualified meetings before, during, and after the congress.
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