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Initially, The Listening Company will be focusing on exhibitions in France, Germany and the US but then it intends to expand to cover Western European countries and Russia.  

The contact centre will be responsible for generating leads of potential companies that want to exhibit at Reed Exhibitions, along with managing the registration of companies wanting to visit the events, generating the initial interest before passing onto Reed for closure.

Reed Exhibitions said that it appointed The Listening Company based on its experience of delivering business-to-business telesales, lead-generation and sales activity.

The decision was also influenced by The Listening Company's technological platform, EpiCentre, which will be integrated with the database provider SalesForce.com.

EpiCentre is a tool that allows the tailoring of marketing messages across multiple channels including email, phone and SMS.

Laetitia Piras, international sales manager at Reed Exhibitions, said: "We are expanding our portfolio of exhibitions, and it's important that we work with a partner that can communicate our brand in order to maintain this development.

"With their experience in lead generation, the team at The Listening Company will support us in communicating with the right audiences in the right way in order to drive uptake and ensure the registration process is managed seamlessly."

Philip Shuldham-Legh, director of communications at The Listening Company, said: "This is a big brief, with the potential to expand further, and we look forward to adding to our experience in the B2B market.

"Reed's target audience is a vast group of major businesses, and it is essential that we offer sophisticated communications that reflect that, and the opportunities provided by Reed's event portfolio."