Objective - MarketSoft's sales team needed more qualified leads. They'd gone through their internal rolodex with solid success, and while the present quarters forecast was looking good, the pipeline of new leads into the sales cycle was coming close to a trickle. The objective was to target a specific demographic profile using direct mail and email to generate leads, prioritize them and deliver them to sales at under $100/lead.

Situation - Most Sales departments don't track leads at all. As a result over 50% are either lost or ignored. MarketSoft's eLeads product pro-actively expedites leads through the Sales process, monitors progress and reports back outcomes allowing management to quantify the efficiency of Sales as well as the effectiveness of Marketing in generating quality leads. But this was a new product category and it was difficult to communicate clearly how the product worked, or its benefits. To make things worse, eLeads was often confused with Sales Force Automation, which it was not.

Solution - Find a simple, impactful, creative way to "visualize" how the product works. Once understood, the product's benefits become intuitively clear. Point out the enormous number of revenue opportunities that are lost by poor (or non-existent) lead tracking. Emphasize that by using eLeads to retain and act upon more leads more quickly it was possible to increase Sales revenue without increasing Marketing budget.

Elements - "Ground Tracking" self mailer target senior Sales and Marketing titles. BRC, 800#, and web response. Free white paper and book offer. Simultaneous eMail [SUBJECT: What th' %*&*#*@!? happened to all those leads?!] with similar messaging and offers.

Results: 2.98% Raw (and 1.39% Registered) initial response rates with the fully-loaded test matrix of Q=30,000 justified repeated DM and eM campaigns over three+ years constantly fine-tuning messaging, creative, lists and offers. Additional products added. Full suite of five Marketing Automation products launched via Direct Mail and eMail campaigns.

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