Enterprise Software

startup's floundering sales & lead generation


SITUATION – We recently worked with a venture-backed, startup enterprise software client whose lead generation and sales operations were floundering badly. They were attempting to generate leads by sending out fat and confusing literature packages to executives listed in Hoover’s Directory within various industries. Needless to say they were receiving no meaningful responses and feeble sales were jeopardizing the company’s survival.

CONSULTING – Although working on another project, a member of our team was asked to review a direct response email letter scheduled to be sent out that evening. In 4 hours, piggy backing on existing marketing programs, we rewrote the email and by the end of the week, we had revamped the entire campaign.

We corrected the many marketing mistakes in the email letter. We made a more compelling offer. Instead of linking to the firm’s home page, we quickly built a “landing page” just for this seminar. The chosen mailing list was selected without a lot of thought and included people within many different industries. We addressed this marketing challenge by describing example-uses for the product in 3 different industries.

RESULT – By week’s end, the campaign had generated a stunning 40% response rate, and an overwhelming number of well-informed, quality leads. The firm went on to close a number of meaningful deals, refine its industry focus, improve its lead generation and sales approaches, and is on its way to becoming a major company in its field.