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.

 

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 $250 Million in revenue) every week, week on week. At least three new wins are registered from these leads every quarter.

 

 

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 check box 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.

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

~Founder and CEO

 

The Challenge

 

• Generate leads consistently – week-on-week
• Generate qualified leads: Leads from companies that have 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

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 sales and marketing person. Changes were made both to the content and user interface of the website to ensure:

 

•  Online sales story is very similar to offline story
•  Call-to-action was visible and easy to use for interested customers
•  High-value content was used for lead capturing
•  Related high-value content was used to promote thought leadership for each service

Online Campaigns

 

Search Marketing: We reached out to potential customers who were looking for information related to the brand’s services. We also eliminated visitors who were looking for jobs or researching the topic. This was achieved by monitoring the visitor behaviour on the site from different campaigns. We launched about 150 campaigns and eliminated about 400 customer segments to specifically target online search visitors who are more likely to be potential customers.

 

LinkedIn Marketing: We reached out to potential decision makers on the LinkedIn platform with a relevant offering. We also reached out to decision makers as well as influencers for webinars. We launched about 130 campaigns.

 

Display Advertisement: We reached out to potential decision makers on relevant portals such as Digital Magazines, Blogs, Forums and relevant sections of major news portals.

 

Blog Marketing: Thought leadership was promoted by participating in highly reputed blogs and guest authoring content on them. The client has till date participated in 50 blog posts and was the guest author in 7.

 

Article Marketing: 60 articles were distributed to online magazines and portals. They were republished in multiple online magazines and properties and re-tweeted 200 times.

 

Twitter Marketing: Developed Twitter channel to tweet most interesting and happening news of the software testing industry. Got software testing decision makers and decision assists to follow the twitter handle.

 

Lead Capturing

 

Request for contact: Leads were captured at appropriate pages with three stage call to action design. The first stage had a single click call-to-action, where the visitor could leave email address. A qualified lead would leave a message along with email id. The most qualified lead would give a detailed description along with company email address.

 

White Paper Download: Visitor had to leave email and brand information for downloading the white paper. These were soft leads and usually took longer to convert.

 

Case Study Download: Visitor had to leave email and brand info for downloading the case study. These case studies were promoted strategically on the website using smart engineering solutions.

 

Brochure Download: Visitors had to leave email and brand information for these. These are more qualified than white paper download.

 

Webinar Registration: These are potential customers.

 

 

GenY Medium Scorecard / Results

	Before	After	Description
	GenY	GenY
Total website Events	1200	5562	All potential lead generation
			interactions with the website
Request to Contact back	350	882	Visitors requesting to
			contact back
Case study downloads	200	1320	Visitors giving contact information
			for access to premium content
White paper downloads	250	2880	Visitors giving contact information
			for access to premium content
Brochure downloads	30	90	Visitors giving contact information
			for Viewing al services of the client
Industry Insights	50	210	Visitors giving contact information
			for access to premium content
Webinar Registrations	10	180	Visitors giving contact information
			for access to premium content
SME Leads	25	108	Meeting with small enterprises &
			Startups
Large Corporate Leads	05	35	Meetings with Corporations having
			Revenue greater than $250 Million
Deals Closed	00	03	Deals Closed

 

 

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.

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 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.

Conclusion

GenY Medium has been continuously delivering an average of 3 qualified leads (from enterprises that have revenue in excess of USD 250 million) week-on-week everyweek. During this period, GenY Medium has been able to influence approximately USD 3 million of new business via internet marketing. This is apart from the benefits that our internet marketing provided the brand in creating awareness and establishing credibility for the brand.

 

Unique benefits of GenY Medium’s internet marketing when compared to email and database marketing for lead generation that we have seen in the last year are:

• Consistent Results – leads week-on-week
• Shorter sales cycles
• Higher deal closure (win or loss)
• Lower cost of leads