A Global Software Company was having problems with lead quality –information led e-marketing and e-mail campaigns were chosen to improve qualification and market awareness.

The information led campaign:

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

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:

• 1,586 e-mails were opened and read by a database containing 6,608 individuals.
• 684 White Papers were downloaded and read.
• 185 pre-qualified leads were delivered to telesales over a four week period.
• Telesales took just under 3 days in total. In the past calling 6,608 people would have taken over 40 days.
• Focusing on interested individuals resulted in better sales ratio’s, higher morale, increased revenue and lower costs.