Case Study
The Power of Cross-channel Integration to Develop the Opportunity Pipeline: Building Momentum with Qualified Leads
Client
A mid-sized services company in the pharmaceutical industry.
Market Challenges
- 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.
Objectives
- More than just marketing initiatives in multiple channels, an integrated and coordinated plan ACROSS channels was required to build momentum and create market demand.
- Develop a process to assess prospect behavior and determine predictive intelligence.
Strategy/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
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.
