RESOURCES  >  CASE STUDIES Lead Generation and Management Overview Channel Source Direct designs and implements a lead generation program for a developer of enterprise asset management software, which exceeds the client’s most ambitious expectations. Situation Analysis •  A developer of enterprise asset tracking and lifecycle management software wanted to generate qualified leads for its inside sales force. •  The company’s previous direct mail effort of 100,000-plus mailers per month was proving very expensive, yet only produced a response rate of less than one percent. •  The client needed access to top-level asset managers, usually a CFO, COO or controller, to obtain a better understanding of their asset tracking needs and educate the prospect on the benefits of fixed asset software. •  Channel Source Direct was asked to determine the identity of these decision makers, gain access to them through company “gatekeepers,” and interview them regarding their current methods of asset lifecycle management. Action/Solution •  Based upon the client’s target industry verticals and market space, CSD developed a database of the companies and decision makers most likely to consider asset tracking. •  The initial phase built an account profile of the decision makers within the organization, followed by a detailed interview with the primary stakeholder to determine the prospect’s current solutions, “pain” points and likelihood of purchase. •  Depending upon their response, the leads were then categorized into high, medium and low priority contacts. •  The information was then forwarded to the client’s inside sales department for hot-lead follow-up and sales presentation. •  Medium level leads were categorized for marketing promotions via collateral materials and case studies, as well as future telephone follow up. •  Low priority leads were marked for future contact through direct mail and e-mail offers. Value/Results •  Channel Source Direct developed and qualified 15% more leads than client required and finished the project ahead of schedule. •  The client’s inside sales department was able to choose from a copious quantity of high quality sales leads, with a large database of medium priority leads remaining for long term marketing purposes. Return to Case Studies Directory
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