Awards 2014, category 10: Harte Hanks for Cisco International Limited

November 19, 2014

Best use of customer insight: Harte Hanks for Cisco International Limited

Intelligent insights deliver 18:1 contact strategy ROI plus by-product leads cover data planning investment four times over
Challenge 

Cisco wanted to square-up to the increasingly self-initiated buyer market by enhancing sales and marketing alignment. 

Marketing needed to become a customer-led, demand-generating, revenue-producing machine. But historically the sales team didn’t value marketing generated leads. 

Dual action was needed to enrich marketing with better insights and maximise generation of high-quality leads that had strong synergy with commercial objectives.

Solution

Harte Hanks’ data planning team was enlisted to deliver focused, insight-rich data precisely aligned with marketing and business goals. 

A multi-tactic approach saw relevant contacts fed to marketing on a per-campaign basis according to their individual needs and characteristics. Research and analysis enabled better ‘point in time’ communications based on factors such as purchase patterns and online behaviour.

Results

Activity delivered a projected ROI of 18:1 in terms of sales accepted leads handed from marketing to sales. 

What’s more, desk research by profiling agents uncovered a raft of prospects which were quickly converted to sales qualified leads. These leads represent a total pipeline value four times greater than the total data planning investment.


Summary

Topic

ROI
Customer insight
Marketing automation

Pages

8

About your personal data

When you submit your details in order to download this content, your data will also be shared with our trusted partner %company:title who may contact you with further relevent information.

For more information on how we process your personal data please see our privacy policy.