DIGITAL MARKETING NEWS: Miele launches lead generation drive

The commercial division of domestic appliance brand Miele is undertaking a comprehensive lead generation campaign until September 2011.

The campaign will use a dedicated team of agents from voice specialist GasboxDMG working with the Miele Professional team to generate leads for the appliance company.

To support sales and growth in the care, hospitality, health and catering markets, GasboxDMG aims to deliver lead generation activity and inbound customer service support.  Marketing response handling and contact management will also fall within GasboxDMG's remit.

GasboxDMG says that lead generation for the Miele Professional dealer network will be enhanced by the use of its integrated email tool, delivering the ability to engage with prospects using personalised and relevant content, priming them for a follow up call once they've opened the email communication.

GasboxDMG will also deliver an in-house tool that fully tracks all leads through the sales pipeline, providing training and support information to the partnership channel as well as tracking and responding to any interaction with electronic information, through real time alerts and summary reporting.

An online survey is also being created for the initiative, to gain a deeper understanding of the client experience at various stages of the lifecycle and improve new lead approaches.

GasboxDMG will also be producing Miele Professional's newsletters with the aim of promoting brand awareness, news, product launches and specific offers to Miele's prospect and customer base.

Les Marshall, commercial director at Miele Professional says, "Having worked with HSM/GasboxDMG for over ten years we felt that it was the right time to explore other businesses in the lead generation industry, to ensure that the service Miele receives continues to be the best available. After an intense two days of pitches from four companies we are pleased to announce that Miele has re-signed the contract with GasboxDMG for the next two years."