Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Case Study: How a Technology Firm Upped Webinar Attendance, Improved Lead Nurturing

by Laurie Lande  |  
February 26, 2008
  |  181 views

Company: Objectivity, Inc.
Contact: Kimberley Roberts, Manager of Direct and Internet Marketing
Location: Sunnyvale, Calif.
Industry: Software, B2B
Annual revenue: Confidential
Number of employees: 50

Quick Read:

Objectivity, Inc. is a San Francisco-area technology firm that provides data management systems for government, science, and engineering organizations. Its four-person marketing department is responsible for lead generation and lead nurturing. Twice a quarter, the department holds lead-generating webinars, a key component of the marketing program.

The marketing staff is judged not only by how many potential customers attend these webinars but also by how well they identify registrants who are most likely to be responsive to Objectivity's products, which makes the follow-up process more efficient for the firm's outside-sales force.

By hiring an outside expert in lead optimization for marketers and using its full range of data, Objectivity increased turnout for webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off to sales.


The Challenge:

Kimberley Roberts, Objectivity's manager of direct and Internet marketing, leads the company's four-person marketing department, which also includes a public relations expert, a webmaster and a part-time CMO. There is no budget for expansion.

To focus on integration between marketing and sales, the marketing staff is paid on the number of prospects that get through each stage of the firm's marketing funnel.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this marketing case study ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!