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Building a Profitable Lead Generation Engine
2
The Challenges…
Declining Response Rates
Diminishing Quality of Leads
Limited Historical Learning
Unprofitable Marketing Investments
3
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
5
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
8
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
10
Test Creative
Control
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