US Email security vendor

Project 2 - Smart lead generation - multiple campaigns

See also

Project 1 - Smart lead generation - pilot campaign

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. In previous projects we had:

• Designed a pilot-sized LeadMAX Smart  Lead Generation co-op campaign template which could be easily customized per reseller
• Tailored collateral, offering scripts and databases for each reseller
• Conducted 7 co-op Lead Generation Campaigns using the template
• Generated 65 A quality leads (average 9 per campaign) with average ROI of 1009%
• Conducted 4 direct pilot-sized Lead Generation campaigns where leads were given to resellers
• Generated 46 A quality leads (average 12 per campaign) with average ROI of 13,500%.

Challenge

To design and run 3 full sized, lead generation campaigns for the vendor over a 3 month period; to modify methods and deliverables to match a US model and budget per lead; to ensure no overlap with any previous campaign.

Solution

We:

• Agreed to tight criteria for A and B leads, including full profile of current solution, confirmation of  decision makers, confirmation of current pains and contract renewal date, plus agreement to demonstration
• Analysed the previous 11 campaigns to determine lead rates, highest potential and most accessible verticals
• Combined all 11 databases and removed leads being progressed by resellers and by the vendor
• Added the resulting combined database to the existing prospect list
• Created a deletions list to enable easy de-duping and data ordering for future campaigns
• Streamlined processes over 28 day calling cycles to maximise results and minimise costs.
• Conducted the 3 campaigns over 3 calendar months
• Provided daily lead updates and report, analysis and recommendations at the end of each cycle
• Replaced any leads that did not progress to the agreed next stage
• Managed the process so that the telemarketing teams could focus on qualifying prospects and our client could focus on following them up.

Results

Over 3 campaigns of 28 calling days:

• Generated 85 A quality leads (average 28 per campaign) with average ROI of 1,089%

Feedback

“Tracey and the team at Technoledge have been instrumental in the growth of our business.  Their strong focus on ROI along with the flexibility to adapt to varying telemarketing campaign objectives are testament to the value they provide… I would gladly recommend them to any organisations looking to expand their business rapidly.”
Marketing Manager, US Email security vendor

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