A marketing company wanted to improve its lead generation processes and the quality of its business generation meetings. To do this they needed to increase awareness and identify individuals entering the ‘buying cycle’. Information led e-mail and e-marketing appeared to provide a solution.

The Campaign:
• Engaged the marketplace and sparked discussion on a number of new marketing ideas.
• Encouraged interaction with individuals from target organisations.
• Market education; to raise issues and inform.

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.
• Brand Awareness and Brand Building.

Effectiveness:
• 1,022 e-mails were opened and read by a database containing 6000 individuals.
• 419 links were taken to a variety of marketing collateral.
• 75 pre-qualified leads were delivered to telesales over a two week period.
• Telesales to arrange meetings were particularly effective. Call success averaged 1 in 3.
• New business was developed and existing business improved.