Alcatel Lucent lead generation campaign returns a 21% appointment rate


Summary

An integrated B2B marketing + business development program.

Challenge
A leading provider of telecommunications network equipment needed to drive adoption of a suite of next-generation equipment within a new target group – fast! – before the competition beat them to the punch.

An added challenge was that the client marketing department did not have the resources or specific skill sets needed to turn around a complex new product launch in the tight six-week time-frame required.

Solution
Using Ascend’s innovative plug-in model, a FlexTeam engaged immediately. Strategy, creative, program management, execution and sales integration skills were assembled to conceptualize and implement a highly effective business development campaign.

The multi-touch, integrated communications strategy included a dimensional direct mail piece, additional postcard mailers, and two HTML emails– all of which directed customers to a advanced microsite built for lead conversion. All of this was accomplished within a six-week timeframe.

Using a highly engaging offer package, the campaign highlighted a 3-dimensional mail piece with a simulated Kindle® reader designed to look and feel like a real Kindle. The piece was tightly coupled with the client’s sales process and prospect databases to assure high-value appointments for the sales team.

Results
The revenue produced and market share gained far exceeded the client’s goals. A stellar 21% appointment rate was achieved in the first 90 days of the campaign. The strategy and campaign executions were so successful our client chose to extend the program to additional target groups segments on a continuing nationwide basis.

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