Huthwaite International is a leading global provider of sales, negotiation and communication skills development.
It supports companies around the world with behavioural methodologies which are research-based and measurable. Best known for its creation of the iconic SPIN® Selling, which is more relevant today than ever before, Huthwaite has worked with hundreds of thousands of sellers, negotiators and communicators worldwide, to educate them on how to improve their performances.
Prohibition was briefed to develop a campaign focused on the hard-to-reach and niche audience of senior Medical Device sales leaders.
We commissioned a piece of heavyweight B2B research among this audience, spanning the UK, Belgium, Switzerland, France, Germany, Holland, examining the strategic imperatives to succeed now, and in the future when it comes to sales excellence.
This was turned into a downloadable White Paper, with commentary from a variety of sales leaders working in the Med Devices field. Hosted on campaign landing page with data capture to download the paper, the campaign was amplified via digital PR, and targeted paid LinkedIn advertising. The paper was launched at Med Device Europe with Huthwaite International CEO, Tony Hughes, delivering a keynote around the key issues identified in the research.
The campaign delivered a significant number of direct leads (figure confidential) from prospective clients, as well as strong brand awareness.