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Three Campaigns & Three Keys For Success

Posted on Jan 21, 2010 by Kathy Rizzo, Vice President Marketing

You know the saying “practice what you preach”. How many people want to buy a product from someone who doesn’t believe in it? And is it possible to really believe in a product or service without using it yourself?

I’m a big believer in using our methodology to grow TeleNet’s business. DMNews wrote a case study last year, TeleNet Walks the Talk , about how we use our own telemarketing and nurturing methodology to grow our business.

During this past November and December, we launched a series of lead generation campaigns aimed at building our pipeline for Q1 2010. We opted for a creative approach that also used our traditional and proven telemarketing methodology. The results have been exciting. Here’s what we did…

  1. Mailed Everlast Boxing Gloves to a segment of Marketing Executives with the message of “TeleNet Marketing Can Help You Knock Out Your Marketing Goals in 2010”
  2. Mailed a TeleNet-branded Stainless Steel Coffee Mug to a segment of Marketing Executives with the message of “TeleNet Marketing Will Help You Wake-Up and Re-Energize Your 2010 Lead Generation Programs”
  3. Developed with our creative partner, Concept Communications, a 3D mailer that looked like a GPS with the message of “Let TeleNet help you map out the winning route for driving increased revenue”. This mailer included an offer for a free GPS when a discovery session was scheduled and attended. A micro website was also utilized.

Each campaign was very targeted, focused on a segment of High-Tech Fortune 500 companies. The results have been exciting so far. Decision-makers that have not responded to previous marketing/sales efforts have become “qualified leads" as a result of this End of Year initiative. More than 5% of those targeted are actively engaged in project discussions with our sales executives.

Key reasons for success…

  1. Clean Data. The mailing component of our campaigns was not inexpensive, so we couldn’t afford to have returned mail and mail delivered to “wrong” contacts. Thus, we invested in telemarketing on the front end to ensure we had solid data.
  2. Perfect Timing. By dropping the mailers just after Thanksgiving, we were able to focus our telemarketing calls during a period of time in which business travel is reduced and during which many buyers are planning for next year.
  3. Diligent Follow-up. It’s not wise to put out a mailer and website and then just sit back and wait. Instead, our team immediately launched a series of follow-up calls to schedule appointments with the decision-makers. Over 60% of our appointments were the result of diligent phone and email follow-up.

Tagged: lead generation telemarketing, targeted lead generation, lead generation, lead nurturing, telemarketing sales leads

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