Manawa Networks Uses ZINFI Marketing Platform to Boost Lead Generation While Complying with Canada’s Anti-Spam Legislation

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Dynamite list development and outreach efforts create growing list of leads and prospects for Toronto-based IT managed services provider.

"ZINFI brought their expertise and helped us get the results we wanted." Matthew Held, Co-Founder and CEO, Manawa Networks

Canada’s Anti-Spam Legislation (CASL) is now among the strictest in the world, placing severe constraints on companies like Toronto-based outsourced IT services provider Manawa Networks, who are looking to build on their track record of steady growth to further expand their businesses. Seeking an alternative to traditional email marketing techniques that would keep them in compliance with CASL, Manawa turned to integrated marketing company ZINFI to develop a new marketing approach that would systematically generate new leads.

A key requirement for Manawa is to keep its continually increasing technical staff focused without distraction on sustaining the company’s reputation for excellent customer service. The human side of IT is at the heart of Manawa’s success, according to Co-Founder and CEO Matthew Held. “It’s about delivering an awesome customer experience, building great relationships and really understanding a particular customer’s needs.”

One of Manawa’s ongoing challenges is how to accelerate momentum, expand, and stay ahead of the competition. Reaching out to prospects to build new relationships is vital to achieving this goal but with limited in-house marketing expertise and CASL to contend with, Manawa, faced the time-consuming task of personally pre-qualifying any customer prospects they intended to contact by email.

This is a huge task for any organization, and anyone conducting outreach must be armed with an excellent list from which to make new contacts. Manawa experimented with an in-house marketing resource, but ultimately decided to outsource the task to save on management and administrative time and achieve the results they needed.

“We needed a more targeted service to develop a sustainable outbound marketing strategy, without requiring time-consuming daily supervision,” said Held.

Integrated Outreach Campaign
Held decided to avoid the twin distractions of trying to work within the boundaries of CASL and generate meaningful new business leads by bringing demand generation experts ZINFI on board. With traditional email outreach out of the question, ZINFI’s task was to provide list development services, reach out to prospects by phone to obtain the necessary CASL permissions, and set appointments.

“ZINFI scoured lists, sliced, diced, peeled and chopped the data they had access to, and with a set of clear criteria, gave us a workable plan,” said Held. “Above all, the team was flexible. ZINFI brought their expertise and helped us get the results we wanted.“

Together, Manawa and ZINFI have also been able to secure multiple appointments and a growing stream of qualified leads. Manawa and ZINFI are now working on a second campaign, leveraging an even more highly targeted list and stronger marketing message.

Today, Manawa’s fine-tuned database of opt-in prospects is growing. To enhance the relationships it has built, the company recently launched a customer newsletter that furthers its goal of providing top-notch personal support to their customers. The response so far has exceeded expectations.

“Zinfi’s efforts have been very encouraging. It’s a team effort and with ZINFI, we have a growing database of prospects, are building a pipeline and we have an approach to marketing. We have a better strategy and we’re learning from the experience, making adjustments along the way,” concluded Held.

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Mary McEvoy Carroll
Sand Hill Communications
(408) 691-4283
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