Case Study(s) relating to Sales Lead Generation

Summary: There’s nothing like a 40% budget cut and staff reduction to make a marketing team focus on activities that have the biggest impact for the lowest cost.

Read how a team analyzed its marketing performance to determine which programs were really working – and which weren’t. Adjusting strategy based on those trends boosted total leads 12%, while increasing the value of opportunities in the pipeline by 65%. continue...

Summary: The quest to stand out at a trade show often tempts marketers to offer splashy sweepstakes prizes with no relevance to their industry and no tie to their own products and services. This isn't the best way to generate qualified leads.

Read how a team of marketers designed a bingo-themed contest for an industry conference that highlighted the host’s software and their own team’s expertise using it. They used automated email to recruit players, generating a 70%+ visitor-to-registration form conversion rate. Then, they kept players engaged over two days by using SMS and Twitter to announce each drawing. continue...

Summary: Creating direct mail campaigns that get noticed -- and get prospects to respond -- often means more than a basic postcard. But you don’t always need to go with a big, fancy dimensional mailer or expensive gift to cut through the clutter.

See how the marketing team behind a web-conferencing platform tested a direct mail strategy to wow the discriminating creative professional segment. The combination of a mysterious one-line letter, a pair of 3-D glasses, and an interactive PURL generated a 31.11% response rate and other impressive metrics. continue...

Summary: Just over a year ago, Pam O'Neal, VP Marketing, BreakingPoint, shared her team’s success using a wide-ranging social media strategy to generate leads. We’ve asked her to present an update on their tactics -- with a focus on integrating email and social media -- at our upcoming Email Summit.

In advance of this session, we're highlighting the original case study that first demonstrated how the team tested and measured activity from several social media channels. The results included 55% of all leads coming from inbound Web visits, and 75% of marketing-influenced pipeline coming from inbound Web leads. continue...

Summary: The concept of turning an existing white paper into a video eBook was one of the most intriguing examples of content repurposing mentioned at MarketingSherpa’s recent B2B Marketing Summits. Based on positive audience response, we developed a detailed case study about the campaign.

See how a networking communications company turned a technical white paper into a multimedia eBook that featured short video interviews with company experts alongside links to a host of related downloads. The eBook attracted eight times as many readers as the original white paper – including hard-to-reach C-level executives. continue...

Summary: Segmentation, lead scoring and automated nurturing campaigns are crucial elements of a sophisticated B2B marketing organization. The benefits compound when all the parts come together in a fine-tuned lead generation machine.

See how a software company combined these tactics (and more) to develop robust prospect profiles, segment their database and deliver the most relevant information to prospects. Through better lead qualification, they’ve seen their sales conversion rates jump 190%. continue...

Summary: This week at our B2B Marketing Summit in Boston, Brian Carroll, CEO, InTouch, gave a tutorial on lead nurturing. In his presentation, he shared a creative sample from this past Sherpa case study as an example of a well-written lead nurturing email. So, we thought we’d share the entire case study again as inspiration for marketers working on their own nurturing programs.

Check out how a software company boosted campaign response rate from 0.5% to 17.5%. You’ll see how their segmented, three-touch nurturing response program delivered more than double the open rate of traditional, multi-touch campaigns to the entire house list, and generated 11 times the average CTR. continue...

Summary: Investing in marketing automation software is a tough decision if you aren’t sure how it will benefit your company and affect your team’s marketing processes.

See how a marketing team in the UK used a series of pilot campaigns to gauge whether a marketing automation package was right for them. The process of setting up automated email series and multiple landing pages opened their eyes to a more efficient marketing strategy. And the results got executive buy-in for a purchase. continue...

Summary: Event marketing is a prime target for budget cuts in a down economy, but some marketers have at least one big, annual show they just can’t skip. How do you make the most of your investment in a big trade show presence?

See how an insurance company revamped their trade show strategy on its head by creating a booth and events that talked primarily about clients -- not the company. Includes concepts and strategies you can adapt for a smaller event budget. continue...

Summary: Marketing budgets are often the first to get cut when a recession hits. But if you’re marketing high-end products with long sales cycles, pulling back during the downturn can put you behind the pack when the economy turns around and buyers are ready to spend again.

See how a health care IT marketer bucked the urge to hold back and instead launched a coordinated PR, branding and lead-generation campaign. Using well-placed thought-leadership articles, direct mail, and targeted emails customized for each prospects' very specific pain point, they’re filling their pipeline with warm leads at a time when others are holding back. continue...