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Case Study: How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked Leads

by Kimberly Smith  |  
October 21, 2008
  |  661 views

Company: Babcock & Jenkins
Contact: Lisa Blank, Marketing Manager at Babcock & Jenkins
Location: Portland, OR
Industry: Marketing, B2B
Annual revenue: $12,400,000
Number of employees: 50

Quick Read

Relationship-marketing firm Babcock & Jenkins didn't just tell prospective clients what its integrated strategy could do; it gave them a true taste.

In a multi-layer campaign that kicked off with a package of brownies and a custom URL from a mysterious source, the company illustrated how it incorporates intrigue, personalization, humor, and a low-pressure approach to establish and advance client relationships.

The campaign achieved a greater than 50% response rate, strengthening the company's pitch in addition to building out its list of leads.


Challenge

Babcock & Jenkins specializes in customer-relationship marketing for its clients. These services tend to be fairly comprehensive and often fall into the "high ticket item" category. Consequently, the company's sales cycle trends between three and six months, mirroring that of many of its clients.

So when the company recently decided to produce its own campaign to generate broader awareness and expand its funnel of leads, it knew to take a page out of its own playbook and devise a campaign similar to those that performed well for clients—a campaign that would cleverly engage, build relationships with, and convert targets over time.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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  • by jan Scarborough Thu Mar 19, 2009 via web

    Congratulations on developing such a great and unique campaign! I am very impressed with the elements and results!

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