Case Studies

Supportsoft Case Study I:

The Need:

SupportSoft was looking for a way to generate top-quality sales leads from Global 2000 corporations for its million-dollar software suite. The typical sales prospect, a CIO-level executive, was inevitably under a barrage of marketing communication and consequently tough to reach. The corporate sales force was critical of the historical quality of leads and there was no effective way of tracking the lead through the sales process and calculating campaign ROI analyses. 

 

The Approach:

Tim and Stephen initiated lead generation programs to C-level executives in Fortune 2000 and Global 1000 markets including:

• Conceived and managed high-level video and audio webinar schedule, recruiting expert speakers and managing promotions and the recording of the event
• Launched multi-touch email campaigns, print and online advertising promoting the new events to readers of TechTarget, CIO magazine, Forbes, CRM.com, Bitpipe.com
• Rebuilt corporate web site from the ground up with livelier, more relevant C-level messaging
• Integrated SalesForce.com contact management program to ensure transparency of total lead generation and sales process
• Recruited and built a powerful telemarketing team to target communications to top-level prospects and to pre-qualify inbound leads before processing the leads to the sales force

The Results:

• Lowered response rates but raised the level of the contact person from Manager to Director and VP
• Regained trust of Sale division who immediately saw a better sales prospect in their funnel
• Allowed Finance, Op’s and Marketing to view the sales process and get real-time feedback from the Field
• Initiated sales dialogue with 8 major enterprises in the broadband, food, automaker and Federal Government sectors

 

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