British Gas starts outbound lead generation

British Gas Business (BGB) has appointed integrated multichannel communications specialist Broadsystem to undertake a lead qualification telemarketing campaign targeting local authorities.

The project, which begins in June, was awarded to Broadsystem following the successful completion of a similar project for British Gas Business in 2006.

Broadsystem will undertake outbound calls for a period of three weeks in order to gather data from British Gas Business (BGB) prospects in the Local Government sector.

The lead generation exercise is primarily aimed at procurement managers within Local Authorities within the UK.

A BGBG spokesperson said: "Broadsystem's proven capabilities in outbound telemarketing made them the obvious choice for us for this campaign; we have worked with Broadsystem in the past on other campaigns and they have consistently delivered a high quality of service for us.

"We are confident that its skilled advisors will once again do a great job for us".

Caroline Worboys, chief executive, Broadsystem, commented: "It is important for utilities providers to continually update their business customer data, particularly as business data can decay very quickly.

"Accurate data ensures targeted and relevant literature is issued as to the right people at the right time.

"I am sure British Gas Business will gain a significant return from our activity in terms of new business leads in the Local Government sector.".

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