AWARDS 2013, CATEGORY 13: Marketing Options International for KeyedIn Solutions
Shortlist most commercially successful campaign: ‘KeyedIn PSO Launch Campaign Agency: Marketing’
In 2012 KeyedIn Solutions was a new, unknown brand with a compelling, Cloud-based project management system (KeyedIn Projects) for SMEs in the Professional Services industry. One of its core business objectives was to drive brand awareness in the UK market and quickly start to generate leads and sales pipeline to the value of $400,000USD over a 6-month period.
The UK marketing director for KeyedIn turned to Marketing Options International (MOI) to plan, design and develop a high-impact multi-channel campaign that would raise brand awareness and generate high-quality sales opportunities.
MOI devised and rolled out a six-month campaign plan consisting of integrated marketing communications delivered online and offline. This included direct mail, email, telemarketing, blogs, social media, media advertising and live webinars. A central, contentrich microsite was also created to capture leads and provide lead nurturing content to help interested buyers with their decision making process.
Within the first six months (October 2012 - March 2013), the campaign had resulted in 933 marketing qualified leads (MQLs) converting to 102 sales qualified leads (SQLs). This has delivered a sales pipeline to date worth $600,000USD (£395,000), representing a 400% ROI on the £99,910 campaign cost and far exceeding the client’s revenue objectives.