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| Demand Generation Program
Fills Sales Pipeline and Exceeds Revenue Goal
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| Problem |
A Texas-based care management organization helps companies
significantly reduce employer insurance claims through wellness
programs. The company had a sales force of only two people. With these
limited resources, the company needed a way to quickly and effectively
reach potential customers and generate qualified sales leads.
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| Solutions |
In 2007, the company hired Cross Media to fill its sales pipeline via a
demand generation program. Sales targets were chief executive officers,
chief financial offers and directors of human resources at businesses with
less than 20,000 employees, such as hospitals and utility companies.
After gaining a thorough understanding of the health insurance " pains" each
target audience faced, Cross Media created clever customized messages
on direct mail pieces likely to pique their interest and curiosity. For example,
one targeted mailer read, " Insurance claims are high, aren´t they? Go to www.waytoohigh.com." The goal was to pique the reader´s curiosity enough
to get them to visit the customized web sites designed to address their
specific health care issues.
The web sites, like the direct mail pieces, did not display branding up-front.
Instead, the site experience was determined by what issue, proposition,
problem or subject the user selected. Their choices determined what
information they saw next. Not until the fourth page were actually exposed
to
Cross Media´s client.
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| Results |
Of the 7,000 top-level executives who received the mailers, more than 3,500
visited the web site. Approximately 6 percent, or about 210, of the visitors
said they wanted to be contacted by this organization. These respondents
were considered "hot" leads.
The wellness company´s two salespeople already have closed a $500,000
sale, which translates into a five-time return on the initial $100,000
investment to create and launch the campaign. Plus, an additional $1.5
million in potential sales are in the pipeline. Based on these results, the
company has committed to re-launching the campaign in 2008.
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Avidyn Case Study
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HP Audience Acquisition Case Study
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Life Church Case Study (v1)
In 2006, Life Church approached Cross Media |
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