Atlas Club

Overview

1823 Group and Seraph Science collaborated to create a go-to-market platform that allowed CEOs and Founders of scale-up, mid-tier companies to engage in high-value sales opportunities. The Atlas Club has an unique mission – to help scale-up CEOs give back as their company grows. The Club’s partner, 1823 Group, has seen a 63% follow up rate and a 60% deal close rate, donating 50% of the profit they make from their clients’ telecoms to charity.

Generated £6.85M of pipeline for 1823 Group.

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Who is 1823 group?

1823 Group is a telecommunications agency that delivers exceptional customer service and technology-based solutions to mid-tier organisations. What makes them unique is their business model, which includes profit sharing with charities and other social causes. Their clients choose which charity or cause should be the beneficiary. Consequently, the founders of 1823 Group have turned a business necessity into a way companies can give back.  

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The Challenge

The telecommunications marketplace is awash with providers. It’s incredibly difficult to differentiate and even harder to cut through to decision-makers. Most companies use intensive email and telemarketing to try to secure appointments with prospective clients. But these tactics are a well-trodden path, and the success rate is incredibly low. If that wasn’t bad enough, most companies renew their telecommunication services every 3 years, so the chances of getting through to the right person at the right time, are very, very low.  

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The Strategy

Whilst every competitor focused on the IT buying persona, we took a different approach with 1823 Group. We went after the founders and CEOs of their target businesses. These people were successful individuals who had absolutely zero interest in telecommunications. But they did care about charity and giving back.  

 

Working with the 1823 Group founders we identified a targeted group of people. Firstly, they were working at a fast-growth mid-tier business that was intense users of mobile phones and telecoms generally. Secondly, we used LinkedIn research to identify CEOs and Founders who were following at least one charity. This gave us our target audience.  

 

Next, we needed an effective way to engage these tough-to-reach executives. To this end, we created the Atlas Club, a community for founders & CEOs, and ran a series of topics looking at the business benefits of having a social giving strategy. Investor interest, talent attraction and retention as well as team motivation were just a few of the topics covered.  

 

Each quarter we ran a dinner roundtable and invited members. At these dinners, we profiled the work of 1823 Group, and this led to appointments. This strategy was highly successful with many of the attendees stating they would happily give 1823 Group their telecom spend when it came up for renewal. The CEOs subsequently made introductions to their CIO to make this happen.  

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The Solution and Desireables

The strategy was highly successful. Not only did it give 1823 Group access to a highly elusive audience, but it also delivered a significant return on investment, including securing their largest-ever client, Dark Trace.  

 

In total, the program delivered five highly focused dinners, 84 dinner guests, and 40 follow-up appointments, 25 progressed to the quotation stages with a total value of £6.84M and from this, the win rate was 60%.