With the target audience being application owners, IT implementation managers and business visionaries, the campaign aimed to achieve 30 opportunities each at a value of $60k with an overall target pipeline of $1.8m. This was to be achieved by increasing brand awareness, reaffirming themselves as an industry expert and generating sales opportunities through providing internal staff with a framework of assets for ease of execution.
The strategy was to create a foundation for 1-2-1 conversations by enabling sales staff with a series of communications. These highly personalized assets were designed and written to build an early rapport with prospects. Careful consideration was also given towards the frequency of communication, to ensure any engagement felt natural and not automated.
The rhythm of communication was weekly, and designed to establish a rapport due to the conversational tone and supporting content.
In an age of marketing automation and simulated 1-2-1 conversations, this campaign demonstrates how a traditional integrated direct marketing approach can still deliver groundbreaking results.
The campaign far exceeded its target by delivering an ROI of 6,400% and a sales pipeline of over $6M. Throughout the campaign the EMC flash webpages also experienced a large spike in traffic from the 82,000 unique visitors driven by the campaign. During this period 7% of all website traffic, globally, was driven by the initiative resulting in over 40% of all web traffic in some regions.