Xerox Lead Generation

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Building a Profitable Lead Generation Engine

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The Challenges…

Declining Response Rates

Diminishing Quality of Leads

Limited Historical Learning

Unprofitable Marketing Investments

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The Opportunities…

Institute a Scientific Discipline

Deploy Innovative Solutions

Integrate Sales & Marketing Channels

Reduce Costs & Increase Profits

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The Plan …

o Deployed profit projector to enable sophisticated real time reporting and post campaign analysis

o Introduced new offer constructs, contact strategies and communication formats

o Engaged more than 400 sales reps to build a field enablement tool

o Leveraged dynamic testing constructs to identify the most efficient tactics

Scientific Discipline

Innovative Solutions

Integrate Sales & Marketing Channels

Reduce Costs & Increase Profits

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The End Game …

Investments

Analysis

InstinctDriven

Qualitative& Experience

Quantitative& History

LimitedIn-MarketTesting

OngoingTesting

EmpiricalResults

Untracked Tracked inTotality

Tracked inCampaign

Front-EndTracking

Cost/SaleTracking

LifetimeValue

Contribution

Start Point

Year 1

Year 2

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The Results …

Marketing Intelligence Improved

o True impact of DM campaigns was quantified

o Underperforming segments were identified

o Effective tactics isolated isolated

o Sales Conversion timeframes were verified

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The Key Findings …

o Marketing campaigns are generating untracked revenue

o Call/mail/Call generated positive incremental results for customers, but were inefficient for non-customers

o Many high opportunity businesses are being excluded from DM programs

o Over the last 18 months the best performing programs or program segments have had compelling transactional offers

o Lead rates are 4.8 times higher when reps confirm the decision makers through sales force verification.

o Referrals that are supplied from within an company convert to a lead 21 times more pulled from database

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The Business Impact …

o Lowered cost per sale and cost per lead by 75-90%

o Direct Marketing was profitable for the first time in five years

Examples of Creative

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Test Creative

Control

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