Tuesday, March 1, 2016

Microsoft Dynamics Distinction in Marketing for Lead Generation

The Whiteboard Challenge Wins Microsoft Dynamics Distinction in Marketing for Lead Generation.  This multi-pronged direct marketing campaign won the Microsoft Dynamics Distinction in Marketing Award for Lead Generation. It was a clear example of how powerful content can be leveraged across multiple mediums to enhance messaging impact, generate leads and better position the company.

whiteboard-timeline1

The ultimate goal of this campaign was to drive $1M+ in software and services revenue and enhancing the company’s position in the professional services sector. Secondary goals were to work more closely with Microsoft, an important partner, and to generate a database of target prospects that could be nurtured over the coming years.

Lists were generated both through compilers, brokers and manual collection and included three c-level decision makers (top executives in finance, sales, marketing and IT). Tele-profiling, broker appending and survey emails were used to refine the list.

At kick-off, over 1,000 “dimensional mailers” were sent via Fedex in increments of a 2-300. The mailer consisted of:

  • 18” x 24” Whiteboard. Creative applied with a removable “static sticker” depicting a business technology strategy conversation between executives at a Proserv company.
  • Company-branded whiteboard marker
  • Cover letter that outlined offering and positioned the company as a Proserv-focused Microsoft stack partner.
  • Call to action #1: “Take the Whiteboard Challenge” at thewhiteboardchallenge.com. (site was taken down after campaign ended, but pictures are below)
  • Call to action #2: Entered in drawing to win Electronic Whiteboard.
  • All components were “shrink-wrapped”
  • Packet was sent via FedEx to position as a high priority mailing.

Direct Mail 2,3,4 : The same model was incorporated in 2nd through 4th direct mail drops, with the addition of having the CTA letter signed by the telemarketer that would be providing follow-up calls.

Telemarketing (A, 150hrs): Leveraged outsourced telemarketing partner for 150 hours telemarketing to drive webcast registrations and early leads.

Webcasts (4): Promoted series of webcasts outlining multiple engagement points, including CRM, ERP, Infrastructure and UC, Project Management and Collaboration.

  • Promoted via email and telemarketing
  • Drove 200+ registrants
  • Recorded and published as on-demand events, promoted via follow-up emails to no-shows.

Telemarketing (B, 150 hrs): Leveraged dedicated telemarketing contractor for call-downs in early stage respondents and lead generation.

Nurture Workflow: prospects not in active sales cycles were placed into a long term nurture cycle where they will be touched approximately every 30-45 days for the next year in addition to social media and email snips every few weeks.

whiteboard-collage3-jpg

In the first 4 months of the campaign, 84 qualified opportunities were captured and over $2M in total revenue forecasted (double the campaign goal). Total ROI was calculated at 19:1.