ITB2B Marketing

How Performance Marketing for one of the world’s largest Software companies resulted in spike in leads, consistent week-on-week, shorter sales cycles and higher deal closure

Digital Marketing efforts could influence an average of 3 qualified leads (from enterprises that have revenue in excess of USD 250 million) week-on-week, every week, and approximately USD 3 million of new business.

The brand recognized that its target customers consider the internet as the most influential source of information to discover and short-list new suppliers. The brand, therefore, wanted to turn its web presence into a lead generation engine that provided customers with compelling opportunities to engage with the company in the early, formative stages of their buying cycles. The brand’s search for the right partner to achieve this ended with GenY Medium. In their year-long engagement with GenY Medium, the brand has been able to influence USD 3 Million of new revenue via internet marketing. GenY Medium has been consistently providing the brand with three qualified leads (enterprises above USD 250 Million in revenue) every week, week on week. At least three new wins are registered from these leads every quarter.

Generate qualified leads: Leads from companies that have revenues in excess of USD 250

The brand’s web presence has come a long way since engaging GenY Medium. The needle has moved both in terms of number and quality of contacts generated. Today the brand’s website generates on an average 35 sales-meetings from companies that have revenue of more than USD 250 million resulting in at least 3 wins (new business) every quarter.

[ Executive Summary ]

Executive Summary

The brand recognized that its target customers consider the internet as the most influential source of information to discover and short-list new suppliers. The brand, therefore, wanted to turn its web presence into a lead generation engine that provided customers with compelling opportunities to engage with the company in the early, formative stages of their buying cycles. The brand’s search for the right partner to achieve this ended with GenY Medium. In their year-long engagement with GenY Medium, the brand has been able to influence USD 3 Million of new revenue via internet marketing. GenY Medium has been consistently providing the brand with three qualified leads (enterprises above USD 250 Million in revenue) every week. At least three new wins are registered from these leads every quarter.

[ Situation ]

Situation

The senior management team including the CEO was undivided on the fact that their tech-savvy customer banked on the internet to discover and short-list new suppliers. Subsequently, internet marketing no longer remained just a checkbox in the company’s sales and marketing plans. The team envisaged turning its web presence into a lead generation engine.

[ GenY Medium has enabled us to generate real customer interest instead of casual and noisy traffic. ]

GenY Medium has enabled us to generate real customer interest instead of casual and noisy traffic.

[ Our investment has been paid many times over in a few short weeks. ]

Our investment has been paid many times over in a few short weeks.

[ ~Founder and CEO ]

~Founder and CEO

[ The Challenge ]

The Challenge

•Generate leads consistently – week-on-week.
•Generate qualified leads from companies with revenues in excess of USD 250 Million.
•Generate leads that crossed the BANT (Budget, Authority, Need and Time) tollgate.
•Complete ownership of web presence.

[ Our Approach ]

Our Approach

Website Audit and Redesign

Team GenY Medium audited the brand’s existing website to see if the online visitor gets to see the same story as told to an offline potential customer by the sales and marketing team. Changes were made to both the content and user interface to ensure:

•Online sales story closely matched the offline sales story.
•Call-to-action was visible and easy to use.
•High-value content was used for lead capture.
•Related premium content promoted thought leadership for each service.

Online Campaigns

Search Marketing:

Launched around 150 campaigns while eliminating nearly 400 irrelevant audience segments to focus on potential customers.

LinkedIn Marketing:

Ran approximately 130 LinkedIn campaigns targeting decision makers and webinar participants.

Display Advertisement:

Targeted decision makers through digital magazines, blogs, forums and relevant news portals.

Blog Marketing:

Participated in 50 blog posts and authored 7 guest articles to build thought leadership.

Article Marketing:

Distributed 60 articles across online magazines and portals, with extensive republication and social sharing.

Twitter Marketing:

Built a Twitter presence focused on software testing news and attracted decision makers and influencers.

Lead Capturing

Implemented a three-stage call-to-action model to capture progressively qualified leads.

White Paper Download:

Visitors submitted contact information before downloading premium content.

Case Study Download:

Case studies required visitor information and were strategically promoted across the website.

Brochure Download:

Brochure downloads required visitor details and generated highly qualified leads.

Webinar Registration:

Webinar registrations generated highly relevant prospective customers.

[ GenY Medium Scorecard / Results ]

GenY Medium Scorecard / Results

The brand’s web presence has come a long way since engaging GenY Medium. The needle has moved both in terms of the number and quality of contacts generated. Today the brand’s website generates an average of 35 sales meetings from companies with revenues greater than USD 250 Million, resulting in at least three new business wins every quarter.

[ Conclusion ]

Conclusion

GenY Medium has consistently delivered an average of three qualified enterprise leads every week from companies with revenues exceeding USD 250 Million. During this engagement, internet marketing influenced approximately USD 3 Million in new business while also strengthening the brand's awareness and credibility.