A software reseller wanted to improve the effectiveness of their telesales activity. Pre-qualified leads appeared to be the answer:

The information led campaign:

• Identified those organisations and individuals with immediate interest.
• Interaction and building of trust with individuals and organisations interested in the product.
• Market education; to raise issues that the software solved.

In addition the campaign provided:

• Increased visibility and awareness of the company.
• Improved profile – developing the company as a ‘thought leader’.
• Database building.
• Viral e-mail activity.

Overall effectiveness:

• 2,578 e-mails were opened and read by a database containing 3,287 individuals.
• 262 White Papers were downloaded and read.
• 142 pre-qualified leads were delivered to telesales over a four week period.
• Telesales took just under 2 days in total. In the past calling 3,287 people would have taken over 40 days.
• Focusing on interested individuals resulted in better sales ratio’s, higher morale, increased revenue and lower costs.