Direct Marketing Generates Qualified Leads
client was in need of a more aggressive way to promote their high-end software
products that cost in the six-ﬁgure range or more per installation. Due to this
price point, their sales cycle is long and qualiﬁed leads are highly valued.
After a recent corporate restructuring, they needed to drive appointments for
their sales staff as fast as they could.
Solution: We helped
this company with a lead generation program that included a direct mail
postcard with an offer to enter a drawing for a popular video device if the
recipient visited the generic URL printed on the card.
national direct mail campaigns ran at the same time to promote two distinct
software products. Each product postcard mailing targeted different prospects.
The customer provided us with two separate mailing lists of more than 5,000 names each. Each website landing page included
just a few questions about the prospect’s level of interest in the company’s
products and asked for the prospect’s contact information.
After the prospect
completed the online survey, the auto generated
response differed depending on how they answered the last question about
whether or not they were interested in learning more about the product. If they
were interested, the message said someone would be calling them; if not, the
message just conﬁrmed their entry into the drawing.
combined, both postcard mailings generated about a 4.5% response rate of visits
to the generic URL. Of those, roughly 16% said they wanted to be contacted to
learn more. Given the long sales cycle for this company’s products, their sales
staff now had more than 500 warm leads to call, 17% of which seemed hot!