US Email security vendor

Project 1 - Smart lead generation - pilot campaign

See also

Project 2 - Smart lead generation - multiple campaigns

Background

This US based security vendor is best known for world class antivirus software. In 2007 it took over an email security SaaS vendor and also opened its offices in Australia.  In 2008 it sought to build its Australian channel quickly for the new service, by engaging leading IT resellers in co-operative lead generation campaigns.

Challenge

To design and run pilot-sized Smart Lead Generation campaigns for multiple resellers that would generate leads quickly; to ensure no overlap or conflict between campaigns or resellers.

Solution

Using LeadMAX  methodology we :

• Designed email brochures uniquely branded for each reseller
• Devised scripts and covering emails that were unique to each reseller
• Cut databases that targeted unique geographical regions and verticals for each reseller
• De-duplicated each list with all other lists so no 2 reseller campaigns would overlap
• Selected and trained a specific telemarketing partner to do the campaign calls
• Conducted the first campaign as a trial.
• Gained feedback from the telemarketing teams daily and revised scripts and tools  to maximise results based on feedback and results
• Provided daily lead updates and report, analysis and recommendations at the end
• Managed the process so that the telemarketing teams could focus on qualifying prospects and the client and resellers could focus on following them up.

Results

• 110 qualified A leads from 11 pilot-sized reseller campaigns
• Average ROI of 2,545% for our client
• Average ROI of 1,645% for each reseller

Feedback

“Based on the work you’ve done for us, the sales guys highly recommend Technoledge, which as you know, is very unusual.”
Marketing Manager, US Email security vendor

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