KPN case study: €1.6M pipeline in 3 new European markets
durhamlane took KPN’s IoT connectivity solutions into markets completely new to the company — Italy, France and Germany — generating 127 sales-qualified leads, €1.6 million in estimated pipeline, and €595,000 in closed-won business per year. A two-tier campaign built both a reseller network and end-customer pipeline from a standing start
KPN is the leading Dutch landline and mobile telecommunications company, based in the Netherlands.
INDUSTRY
Telecommunications
TIME
12 months
BUSINESS SIZE
Enterprise
To exploit their cutting-edge IoT connectivity solutions, KPN wanted to explore European markets completely new to the company.
Their strategy was two-fold: first identify potential resellers and establish innovative partnerships, then determine end-customer opportunities. Selling through partners and direct at the same time, in markets where KPN had no presence and no local language coverage, demanded an international, multilingual sales and marketing expert, so they engaged durhamlane.
We created parallel reseller and end-customer marketing campaigns to generate marketing-qualified leads in the Italian and French markets. Once the campaigns took hold, we expanded the activity into Germany.
Buyer intent data reveals which companies are actively researching solutions like yours, based on their online behaviour, so outreach can happen precisely while prospects are in-market. durhamlane’s buyer intent platform identified trends across the European IoT markets and tracked the online activity of KPN’s target companies, focusing the campaigns on the accounts most likely to move.
“We decided to engage with durhamlane because they demonstrated their expertise to generate the right leads. We were really impressed with the agility and the dedication of the team… They are a part of our team because they work so closely with everyone – that is the biggest asset of durhamlane and what has proved to be a success for us. I would definitely recommend durhamlane to anyone who is wanting to grow.”
Maurice Janssen Duijghuijse
Vice President , KPN
The outcome: A rich pipeline in 3 markets KPN had never sold into
127
sales-qualified leads
187
marketing-qualified leads
€1.6M
estimated pipeline value
€595k
closed-won business per year
44%
of opportunities generated were MQLs
Across a twelve-month period and with 2-4 resourced days per week, we realised 127 opportunities spanning reseller and end-customer projects, worth €1.6 million in estimated pipeline and converting into €595,000 of closed-won business. KPN has successfully established itself as an international IoT connectivity provider across Europe, in three markets where it started with nothing.
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