Case Study: The Power of Cross-channel Integration to Develop the Opportunity Pipeline

Building Momentum with Qualified Leads

Objective

A mid-sized services company in the pharmaceutical industry wanted to grow its base of qualified leads.

Challenge

Although the company had a reasonable marketing budget and a good team of sales professionals to follow-up on leads, lead generation was not robust. Its target universe of qualified buyers was small and therefore very competitive. In earlier days, marketing outreach had been scattered and inconsistent. There was also internal confusion about the difference between branding and targeted outreach. No measurement process was in place to evaluate impact.

Analysis

The company needed more than just marketing initiatives in multiple channels, but an integrated and coordinated plan ACROSS channels to build momentum and create market demand. Additionally, a process was required to assess prospect behavior and determine predictive intelligence.

Solution

• Logarithmic IMPACT and the Business Development team worked closely together to define goals and objectives. A new, integrated go-to-market strategy was created to accomplish them.
• Realistic and measurable metrics were agreed to as well as a timely reporting system that gave Business Development actionable insights into prospect behavior.
• Analysis provided deeper understanding of prospect's needs. Tactics were often redirected mid-initiative to strengthen impact and drive better results.
• Logarithmic IMPACT examined the media mix and developed a tactical plan that fed into a revitalized company web site for lead pull-through.
  
  These tactics included:
  • Public Relations
  • Media Relations
  • Direct mail
  • Electronic Advertising
  • Print advertising
  • Article marketing
  • Email-blasts
  • Events
  • Thought-leader development
  • Podcast and video segment development

Prior to implementing a Logarithmic IMPACT cross-channel strategy that consistently measured impact, mined the data for actionable insight and adjusted the course when needed, the client's results were murky and inconsistent. Working closely with the Marketing and Business Development team, Logarithmic IMPACT dramatically improved results.

The Extraordinary Results

Within months of implementing the new strategy and tactical plan, lead volume increased from an average of 3 to 20 leads per week.

At the same time, the gap widened between unqualified leads and those with real potential to develop into near-term and long-term new business opportunities. Qualified leads rose from 57.57% to 89.8% of the incoming stream.