Case Studies

Generating Revenue

Risk assessment software was created to incorporate a company’s credit policy into an automated process providing an accurate, objective and consistent view of the creditworthiness of each account.  The software had become the leader in the credit decision software in the US.  In fact, it was rated the most used secondary software product in a survey of credit managers.  Its capabilities for managing across a group of offices or throughout an enterprise, ease of use and flexibility add tremendous value to its overall benefits.  Availability was for Stand-alone, LAN and enterprise applications. 

But the churn rate was very high: the total number of companies licensing the software remained static.  With a new release, a new approach was needed.  Developed and implemented that tactics to jump-start this new release: using a new sales channel, implementing new seminars and new sales techniques.

Using Inside Sales opened a new market segment:  middle-market companies.  Results were amazing: the sales from this channel beat other channels by 4:1 with an average sale of $15,000.  To support this new webinars resulted in increased usage and sales as well as an average 100-person participation in webinars. The third aspect of this program was the preparation of a Sales Manual that was a step-by-step program for approaching customers and focused on the technical requirements for IT departments. 

 


    


To reverse flattened growth and membership attrition, an organization tested a new approach to build awareness and re-engage lapsed members.  We developed an integrated marketing program that included of social media, email as well as direct marketing techniques.  After merging and purging several lists to ensure no current members were included, all the initiatives drove recipients to a microsite to complete questionnaires and ascertain purchase readiness. 

  Developed new LinkedIn, Twitter and Facebook pages as well as outreach to bloggers, and influencers to entice a taste of the organization.  All media contained a QR code to directly access the microsite from smartphones.  

 
Results included 300 potential leads from social media, 130 from traditional email campaigns and conversions of 25 lapsed members.  Ongoing programs are nurturing the awareness campaigns.   We saw that the program encouraged potential members to explore the web site in more detail and to begin engaging in ‘conversations’ about important issues and encourage meeting attendance.   The social marketing lifecycle included discovering the organization, exploring its benefits, engaging with members. 

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