Generating Leads on a Tight Budget: How One Software Company Saw Sales Shoot Sky High

I got a call from a software company that needed higher quality and more leads for their sales team.

Here is how we helped them experience dramatic growth despite economic uncertainty.

SurfControl is a global provider of corporate security software. The marketing goal they presented to us was to increase sales of one of their premier products, an Internet filtering software.

While SurfControl was focused on their budget constraints, we showed them how they could get the same or even better sales than their competitors without increasing their budget.

Just Marketing smarter.

We started by creating a unique, issue-oriented strategy by dividing the audience into small verticals.

For example, the healthcare industry faces troublesome issues related to the Health Insurance Portability and Accountability Act (HIPAA). Federal regulations require healthcare providers to comply with strict standards of patient privacy.

My team identifies this challenge as an opportunity for SurfControl to become the #1 email filter provider to the huge healthcare market with unique capabilities.

Maximizing exposure and capturing leads …

The next problem was how to maximize exposure and capture leads.

To achieve that, we recommended a cost-effective strategy using direct mail, digital ads, and email to drive prospects to respond to our landing page or by phone.

We also implemented a direct mail/email combination that promoted a special webinar series.

The direct mail-piece offer was key in promoting a HIPAA Special Report Premium, detailing the important information and solutions that respondents would receive.

Easy-to-read bullet points told readers why they should read the report, and that they could download it for free.

The direct-mail piece and email, promoting the webinar, highlighted two expert speakers and their credentials. It featured important information about the 60-minute webinar and what the participants would learn about patient privacy compliance.

Again, details were listed in easy-to-read bullet points.

And a key to the success was creating a separate, stand-alone direct mail magazine, which is an informational in print.

The magalog appeared to be an old fashion industry magazine – but it wasn’t.

It was a powerful, detailed 20-page sales piece with persuasive sales copy.

The marketing spoke directly to the extreme dangers of not complying with regulations and told how the webinar or special report would help them avoid danger and maintain compliance.

The Results

All three strategies produced outstanding responses.

The results of the special report mailing exceeded the expected response rate by more than 50%.

The webinar had a 62% higher percentage of participants and a higher registration-to-participation conversion rate than the industry standard.

The magalog was mailed multiple times over a two-year period, generating quality leads from top executives.

If you’d like help with your campaign, so you can generate more leads from your website, give us a call at 615-933-4647 or email us at [email protected].

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