ROI Marketing Case Study

For a New England life sciences company, expanding into national markets was the key to maintaining its growth. The company combined ROI Marketing with an aggressive inside sales effort to achieve this strategic objective. An integrated promotional campaign incorporated online advertising, interactive public relations, trade shows, search engine optimization, and a Google pay-per-click program to generate leads. A series of 10 scientific papers provided the content to motivate response. Leads were captured in real time by a TW Solutions LeadManager CRM database. LeadManager also logged the lead’s click data for Web browsing history, downloaded documents, and email campaign activity. Armed with the new prospect’s areas of interest and digital behavior, inside sales teams made follow-up calls to further qualify buying interest. A lead nurturing program of enewsletters kept the company top of mind, strengthening prospect relationships and acquiring additional information.

The Results: Over a sustained 24-month campaign, traffic on the company’s Web site increased from 250 to 5,000 visitor sessions per month. Seventy-five percent of the traffic was search engine referrals and more than 50% of those referrals searched on brand. Online advertising employed performance-based campaigns that generated significantly lower costs per lead (under $60). During the period, white paper landing page conversion rates averaged an exceptional 40% to 60%. This helped drive lead generation growth ten-fold to over 250 per month. The company’s sales increased at a 20% annual growth rate as customers were acquired from across the country.