Case Study:
Business-to-Business Solutions
The challenge
A worldwide technology leader dedicated specifically to contact center solutions
came to Protocol Business-to-Business Solutions with a single challenge: to develop
a contact strategy that would generate 500 qualified leads for the sales force every
quarter.
Because its sales process is complex and requires multiple channels including
resellers and direct sales, the company's goal of 500 qualified leads quarterly
was considered one of the most aggressive lead generation initiatives in its 17-year history.
The protocol solution
Working closely with the client, Protocol analyzed its current customer database
to "model" the client's most profitable customers. That model then served as the basis
for a database of attractive prospects developed from a combination of outside lists
and current prospect files. A contact strategy combining direct mail, e-mail, and
telesales was integrated with PR and event marketing to begin the cultivation of
those prospects.
As raw inquiries were received, qualified leads were forwarded directly to the sales
staff while long-term opportunities were nurtured within the marketing process.
Over time, results were synthesized to better optimize results and affect strategy.
The results
By every measure, the program was an unqualified success. The goal of 500 quarterly
leads was not only surpassed, but in some quarters it was nearly doubled. At the
same time, the cost per lead decreased by 35%. Ultimately, 42% of leads in the sales
pipeline could be directly attributed to Protocol's marketing efforts.
Today, this worldwide contact center technology provider continues as a committed
client of Protocol Business-to-Business Solutions and leans heavily on us to support
its sales efforts.