Driving 23 percent response from direct mail and microsite campaign

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

Acquiring new content-marketing prospects

The problem: Content-marketing assets weren’t driving enough traffic and converting enough new prospects.
A B2B software company had a decent library of educational content, but email, SEO and word of mouth alone weren’t enough to drive traffic. The assets weren’t reaching a high volume of new prospects.

The solution: I ran an advertising campaign to promote a new asset.
I tested a range of publishers and marketing tactics, methodically tracking ROI metrics. I performed multivariate testing on landing pages to determine the best converter, and I instituted drip nurturing to help drive sales-ready leads.

The results: The company gained as many new prospects from content marketing in one quarter as it had previously acquired in the prior year.
Of people who filled out a landing-page form, 95 percent were new prospects and 61 percent were from the company’s desired industry vertical. Continue reading

Helping Sales penetrate a top-three advertising holding company

The opportunity: The VP of Sales secured a global procurement contract with one of the top three advertising holding companies.
This contract prenegotiated sales terms and offered discounted pricing to any of the company’s subsidiary advertising agencies. Sales needed to penetrate individual subsidiaries to close deals.

The marketing program: I launched a giveaway that generated product interest and immediately passed leads to Sales.
Advertising-agency employees could enter to win an iPad of Lytro camera in exchange for watching a product video. Prospects received follow-up nurture emails, and sophisticated automation rules alerted Sales if prospects exhibited buying behaviors.

The results: Sales closed multiple deals.
In the first six months after the procurement contract was signed, Marketing delivered more than 100 leads. Sales signed new agreements with a handful of subsidiary agencies and upsold an existing customer. Continue reading