Audit existing program, create rationalized strategy, integrate Salesforce.com and Exact Target, and create fulfillment materials.
The Need: Rationalize a complex lead generation process to improve sales conversions and measurability for an online BTC service company.
Service Provided: Audited the existing process and created a comprehensive lead generation management process that separated incoming inquiries immediately into two streams – unqualified leads and qualified opportunities. Each stream was supported by a four-or five-part follow-up email and calling program. An additional email stream was devoted to converting prospects who had completed a demonstration.
A final stream was targeted to customers over their first year to maximize renewals. Created all emails for loading into Exact Target and Salesforce, and created fulfillment materials and supporting website pages and CTA (Call-to-Action) buttons.