This July Only: Save 30% on PRO with code SUMMER30 »

Real-World Education for Modern Marketers

Join Over 616,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)

by   |    |  240 views

Company: CenterBeam
Contact: Karen Hayward, Executive Vice-President and CMO for CenterBeam
Location: San Jose, CA
Industry: Information Technology—Outsourced Services (B2B)
Annual revenue: Confidential
Number of employees: 175

Quick Read

For CenterBeam, a provider of outsourced IT services based in San Jose, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead concentrates on a smaller quantity of well-qualified prospects and nurtures those through a seven-touch disposition process involving targeted email and voice communications.

This program, which was formed in partnership with PointClear, has proven much more effective than the old numbers game that CenterBeam used to play: It has generated a 12:1 ROI to date and helped achieve compound annual revenue growth of 34% during the five years it has been used.

Challenge


CenterBeam is a remote infrastructure managed services provider that specializes in desktop management, server and network management, and other support services for North American mid-market organizations.


Read the Full Article

PRO Membership is required to access this marketing case study. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

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

Rate this  

Overall rating

  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
4 rating(s)

Add a Comment

Comments

  • by nslemmon Wed Jan 28, 2009 via web

    We have used a 7-step contact program after the prospect has had an initial contact by voice or email with our firm. This was an interesting twist that I sent straight to my business development director to see about implementing. The 4-star rating is because it sparked a new idea!

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!