FICO

Situation
As a long term partner with our client, we were asked to implement a framework for integrating lead generation across offline/online channels. In addition, we were asked to develop awareness for its Blaze Advisor product group through Web seminar, whitepaper and road show promotions in both online and offline for US and Europe – while reducing the cost of each lead, increase lead to sales ratios and get better understanding and actionable knowledge on the company’s audiences, and determine which offer and messaging to extend to them

Offline and Online Solutions
Through a thorough testing strategy, we helped the company identify its audiences, messaging, and the right offers to extend. We identified new media outlets unknown to its competitors – creating edge for the company. We helped write direct response ad copy speaking to audiences’ challenges, extended offers that solved business issues. We helped write copy for telemarketing scripts to compliment messaging. We coordinated all online and offline messages to be consistent to increase brand awareness. And last we develop framework for demand generation tracking & reporting across channels

Examples of online and offline integration

For Webinar promotion – a combination of paid search, SEO, e-mail and print advertising fed the overall lead generation efforts increasing overall results by 300%

Print ads in over 20 industry pubs
Email invitation campaign sent to several purchased lists
Banner ads on partner and industry relevant websites
Banner ads on corporate website
Paid Search ads
Email invitation campaign with FIC house list

For White paper promotion – a combination of PPC, search, e-mail and syndication channels contributed to a significant decrease in the cost-per-lead and increasing ROI

Banner ads and paid search
Email campaigns to house list and purchased lists
Syndication through various outlets
Hard copies made available at trade shows, conferences

Results over 4 years

Clickthrough increased to 15%, and conversion rates of 60%
Tripled Web seminar attendance
Decreased cost per lead from $200-300 to $50-75 on average
Achieved 200% growth in leads per month within 3 months – 30% of all leads came from Europe
Generated total of $40 million in sales from demand generation

Work

FICO