Programs Details
Finding people who need your product or
service is a common problem for businesses large and small.
Sprockets, a technology company offering online collaboration
tools, faced this universal issue. Phones were quiet, momentum
was fading, and the in-house sales team needed leads... now.
Creating customer acquisition and lead generation
programs are a fundamental skill for any marketer worth his
salt. But the costs and complexities of these programs continue
to rise. The challenge today is to find affordable ways to
reach the right audience with, yes, the right message. Fortunately,
the emerging tools of e-mail and online sponsorship show great
promise.
As part of a multi-disciplinary team, MarketingWorks
principal David Rhoades developed and managed just such a
campaign for Sprockets. After a target audience was identified,
David discovered opt-in e-mail lists to reach this audience,
crafted campaign messages, developed methodology for capturing
and tracking the leads, and managed media purchase, placement
and production. Results were dramatic and immediate.
In the first 24 hours, over 750 leads came
into the company, and on the first day alone the number of
unique visitors to the company’s Web site jumped 142%
from the traffic of the entire previous month. The sales team
closed eight deals in the first week, and the company obtained
additional venture capital funding, based in part on the campaign’s
results.
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