The opportunity: A B2B software company wanted to go after a new industry vertical.
The outbound sales team relied primarily on cold-calling to industry lists and needed some way to take the prospects from ice cold to warm.
The solution: Marketing ran a direct mail and microsite campaign to open doors.
The purpose was to get prospects’ attention and give Sales an interesting way to start the conversation.
The results: The campaign achieved a 23 percent response rate – more than 10 times higher than industry averages*.
Twenty percent became warm leads, giving Sales a way to prioritize their cold calls. Continue reading