LEAD GENERATION PROGRAM GIVES NEW PRODUCT A SUCCESSFUL START

THE CLIENT CHALLENGE

Our clients were launching a new technology product, and needed a customized lead generation program that covered all the bases.

THE GOALS

 Target both acquisition and retention customers
 Create a system that identifies immediate hot leads and future leads
 Prove irrefutable ROI in order to secure continued marketing funds

PAIN POINTS

• Untested Product—Generating leads for a new product means no baselines or former campaigns with which to compare
• Funding Pressure—Fast success was needed to ensure continued financial input
• Not One Size Fits All—Acquisition and retention targets require different methods of outreach

THE RESPONSEPOINT SOLUTION

Identify Weaknesses—Auditing the client’s current lead generation practices allowed ResponsePoint to identify what needed to be done differently and better.
Move the Money—By shifting funds from low-performing campaigns, the higher-performing opportunities could become even more robust.
Get Tactical—ResponsePoint identified the four marketing tactics most likely to generate quality and quantity of leads: outbound telemarketing, direct mail, email marketing and digital marketing.
Target Intelligently—Retention targets received two or three contacts, based on their opted in status. Acquisition targets from a rented opt-in list received one telemarketing outreach and one direct mail.
Keep Leads Hot—All hot leads generated from telemarketing were given to the sales team immediately. Other customers were driven to an online landing page that captured contact information via a giveaway. Captured information included qualifying questions about budget, timing and purchasing authority to better segment those leads.

THE RESULTS

312 sales-ready leads developed for a response rate of 4.3%
25.9% telemarketing lead to sales conversion rate
81 estimated sales (avg. product price of $10,227)
Estimated total revenue of $828,387
5.0% direct mail response for acquisition customers
7.5% direct mail response for retention customers
6,134 website hits
1,516 new contacts via online landing page
1,910 total new contacts added to database
Overall campaign ROI increased to 8:1 from previous 5:1

BIGGEST TAKEAWAY

Taking the time to build a strategic, smart lead generation program and a well-functioning and clean database creates big opportunities for ROI, and less need for course correction in your process.