Using branded materials to improve sales opportunities

BlackLine is a leading provider of cloud software that automates and controls the entire financial close process. Read on to learn how we helped them drive marketing qualified leads further along the sales funnel.

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.