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PRESS
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Global IT infrastructure provider selects mardevdm2
for Demand Generation |
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About mardevdm2 The global data and marketing
services division of Reed Business Information, a world-leading provider of
business information and services. With offices in London, Chicago, New York,
Singapore and Sydney, mardevdm2 provides unmatched global data and insight,
demand generation and lead nurturing programs, as well as custom marketing
campaigns that help B2B marketers effectively engage with their target
audience. Media contact Mary
N. Miller Global
Director, Marketing mardevdm2 2000
Clearwater Drive Oak
Brook, IL 60523 USA D:
+1 630.288.8312 M:
+1.312.343.6969 F:
+1.678.680.1657 |
Sales lead conversions increased from 10% to 40% with
DecisionMaker® Demand Generation Oak
Brook, IL—2 November 2011—mardevdm2 (www.mardevdm2.com), a global data and
marketing services partner, announces the successful completion of a
nine-month pilot of their demand
generation service with a global IT company, headquartered in the UK. The
company, an IT infrastructure provider, sells to mid-to-large organisations
across multiple vertical markets and their product has an average selling
price of £150,000/$225,000. The
marketing objectives were to increase organic growth through new lead
acquisition and conversion and to re-engage customers who had become
inactive. The IT provider partnered with mardevdm2 to develop a
revenue-producing demand generation program. The plan began with segmentation
of the target audience and included multi-touch campaigns, lead nurturing and
scoring, as well as ongoing monitoring and metrics to determine lead quality.
The
integrated program resulted in the Marketing Qualified Leads (MQLs) to Sales
Accepted Leads (SALs) conversion rate increasing from 10% to 40% in 9 months.
The ultimate benefit of the demand generation program was that the company
increased their organic revenue by £6.5 million/$9.75 million during the 9
month period. Additional
benefits from the mardevdm2 demand generation for the company included: ·
A
pipeline of £31 million/$47 million was developed. ·
Inactive
customers were re-engaged and added to the pipeline. ·
Approximately
60% of the leads that took 2 or more actions converted into sales. “Generating
leads was not enough for us,” says the head of marketing at the IT company.
“We needed measurable results, in terms of sales accepted leads that
converted from those that marketing passed on to sales, as well as revenue
that could be tied to the program. mardevdm2 was quite thorough in their
engagement with us. The marketing and technical team provided
straight-forward feedback and metrics we could act on in the short term to
make sure we got the greatest return on investment at each stage of the
campaign.” |