Using branded materials to improve sales opportunities
The brief
We were asked to suggest ways to improve the rate that marketing-qualified-leads (MQLs) move through to becoming sales-ready-leads (SRLs).
The approach
Marketing qualified prospects were sent a brochure to better introduce Blackline. The next stage was to follow up with a branded box (Incl. a coffee mug, product collateral and a coffee voucher). The 3rd and final step of the campaign was to follow up with a personalised email, which followed a few days after the box landed on prospective client’s desks.
At each stage of the journey, there was a CTA to visit a landing page to provide personal details – this important digital element in an otherwise heavily analog campaign, allowed us to measure the effectiveness of the activity.
The results
50% of those that received the campaign engaged in a sales conversation.
3% conversion to face-to-face meeting
Cost per lead of £80
The campaign
Here’s what went into the marketing boxes.
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