Context: a technology provider with two business lines in Peru
CSTI Corp is a leading technology services provider in Peru, with two business lines: SAP implementation, such as migrations to SAP S/4HANA, and specialized IT talent staffing.
The challenge: adding an outbound channel to an inbound model
CSTI already had inbound marketing campaigns and an in-house sales team, but:
- It needed an additional demand generation channel to accelerate results.
- It had to reach decision-makers in industries such as finance, banking, insurance, mining, agriculture and construction.
- Each business line required a different message and buyer.
The goal: qualified B2B leads for SAP and for staffing
Generate qualified conversations for both business lines in key sectors, without relying only on inbound.
Siete designed an outbound prospecting flow aligned with CSTI's ideal customer profile (ICP) for each business line.
How we executed it
- Two ICPs: companies planning SAP S/4HANA migrations and organizations actively looking for tech talent.
- Six target industries: finance, banking, insurance, mining, agriculture and construction.
- Messaging by line: distinct value propositions for SAP and for staffing.
- Senior-level outreach: prospecting focused on senior decision-makers.
Results
- More than 12 qualified meetings per month with strategic accounts.
- 2 business lines with their own pipeline.
- 6 target industries prospected.
- Average quality of 3.5/5, as rated by the client.
- Open conversations with decision-makers in its target industries and interest in both solutions.
Why it worked
- Separating the SAP and staffing ICPs let each message reach the right buyer.
- Outbound complemented inbound without competing with it.
- Focusing on senior decision-makers moved conversations forward faster.
Next steps
CSTI plans to keep expanding its outbound strategy, strengthen relationships with key accounts and continue scaling its SAP and staffing services in the region.
