The company, an IT infrastructure provider, is located in the United Kingdom and sells to mid-to-large organizations across multiple vertical markets around the globe. The company’s product has an average selling price of £150,000/$225,000.
Business situation
The company was challenged to increase organic growth through new lead acquisition and conversion. They also needed to re-engage with customers who had become inactive. Marketing tactics needed to be refined to generate leads that were marketing qualified and accepted by sales.
Solution
Mardevdm2 partnered with the IT solution provider to develop a revenue-producing demand generation program. The plan began with segmentation of the target audience and included multi-touch campaigns, lead nurturing and scoring, as well as ongoing monitoring and metrics to determine the lead quality. The integrated program resulted in the marketing qualified leads to sales accepted leads conversion rate increasing from 10% to 40% in nine months.
Benefits
The ultimate benefit of the demand generation program was that the company increased their organic revenue by £6.5 million/$9.75 million during the nine month period.
Additional benefits from the mardevdm2 demand generation for the company included:
•A pipeline of £31 million/$47 million was developed.
•Inactive customers were re-engaged and added to the pipeline.
•Approximately 60% of the leads that took two or more actions converted into sales.
As a result of the nine-month programme’s success, the company committed to moving forward with a consistent target audience size and renewed the plan to continue to drive new business.
Products and services the company used:
The mardevdm2 services that were implemented for this company’s demand generation programme include:
•Strategic marketing consulting, analysis and planning
•DecisionMaker Database Marketing
•DecisionMaker Demand Generation
•Automated email marketing and dynamic lead nurturing
•Lead scoring, weighting and segmentation
The steps to success
Evaluated
Customer and prospect file
Identified
Cross-sell/up-sell opportunities
Created
Multi-touch email campaign to generate interest
Segmented
Responses by level of need based on actions
Scored
Each lead based on demos and actions
Nurtured
Each lead group to keep them engaged
Delivered
Leads to sales when ideal score was reached
