Company: BearingPoint, Inc.
Contact: Paul Dunay, Director of Global Field Marketing
Location: McLean, Virginia
Industry: Technology Services, B2B
Annual revenue: $3,500,000,000
Number of employees: 17000

Quick Read:

BearingPoint, a global provider of management and technology services, had won a major contract to implement a complicated voice over Internet protocol (VoIP) system for a financial company and wanted to leverage off that success. But it was competing with larger telecommunications brands to educate potential new customers about the new technology.

By using multiple channels to get potential customers to visit its Web site and fill out a "BearingPoint VoIP Readiness Assessment Tool," the company was able to educate customers, gain sales leads, and often accelerate the typical nine-month period it took to close a large sale. Rather than just buying keywords on the top search engines, which can be an expensive proposition, this campaign was done at a relatively modest cost and significantly improved ROI.

The Challenge:

BearingPoint is one of the world's largest providers of management and technology consulting services to Global 2000 companies and government organizations in 60 countries. Listed on the New York Stock Exchange as BE, it competes with larger public companies in the broadly defined technology services sector.

"Being a public company, we have to have accountability in our ROI, lead generation, and brand awareness," said Paul Dunay, Bearingpoint's director of field marketing. "We don't sell one easy product—we sell solutions and those change and grow and evolve from year to year. There are always new entrants into the field, so you want to bring in new (marketing) ideas."

The Campaign:

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