Deliverables
- Data profiling
- Email campaign
- Personalised microsites
- Lead generation
Development of a lead nurturing programme to enhance IBM's existing demand generation activity
In conjunction with IBM's EBF (Enabling Business Flexibility) division, we pioneered the development of a lead nurturing programme to enhance IBM's existing demand generation activity. The programme was based on IBM's 'Learn Scope Select' methodology, championed by IBM's Marketing Transformation Leader. This ongoing nurturing activity has been developed to assist IBM by identifying suspects, prospects and customers and building relationships with them through early engagement and throughout their purchasing cycle.
This process involves allocating long term opportunities into one of three categories depending on where they are in their buying cycle. Leads are categorised as 'Learn' (potential client at the initial stages of a project), 'Scope' (interest in case studies, white papers, conducting research) or 'Select' (interested in comparing and engaging with vendors). We maintained a dialogue with those in the 'Learn' and 'Scope' stages as they moved through the sales cycle, using targeted collateral and promoting IBM's solutions and awareness of the IBM brand. Once opportunities reached the 'Select' stage they were handed over to the IBM sales teams for direct sales engagement.
IBM's EBF division commenced their first initiative with Panovus in 2006. Following early success, Panovus and IBM have continued to develop and enhance the demand generation and lead nurturing activity to maximise return on investment. As well as achieving full visibility of leads across the pipeline, IBM has achieved an ROI of over 4500% across the campaign duration, and has achieved around 50% uplift in leads progressing through to sales stage. Panovus and IBM were finalists for the 2009 B2B Marketing Awards in the "Best Lead Nurturing Initiative" for their continuing thought leadership in this area.
This process involves allocating long term opportunities into one of three categories depending on where they are in their buying cycle. Leads are categorised as 'Learn' (potential client at the initial stages of a project), 'Scope' (interest in case studies, white papers, conducting research) or 'Select' (interested in comparing and engaging with vendors). We maintained a dialogue with those in the 'Learn' and 'Scope' stages as they moved through the sales cycle, using targeted collateral and promoting IBM's solutions and awareness of the IBM brand. Once opportunities reached the 'Select' stage they were handed over to the IBM sales teams for direct sales engagement.
IBM's EBF division commenced their first initiative with Panovus in 2006. Following early success, Panovus and IBM have continued to develop and enhance the demand generation and lead nurturing activity to maximise return on investment. As well as achieving full visibility of leads across the pipeline, IBM has achieved an ROI of over 4500% across the campaign duration, and has achieved around 50% uplift in leads progressing through to sales stage. Panovus and IBM were finalists for the 2009 B2B Marketing Awards in the "Best Lead Nurturing Initiative" for their continuing thought leadership in this area.