Business to Business Case Study

avaya

 

“The team under Judy’s direction quickly got the demand creation engine up and running. Her team was a real extension of my marketing department. I could always count on her to meet every deadline and deliver results that exceeded my expectations.”
– Sr. Manager eDemand

Situation:
Avaya was a spin off from Lucent and inherited a million customers but had very little brand awareness and no sales pipeline. As marketers of IP Telephony solutions (converged voice and data) their solutions were in the $25,000 to $500,000 price range.

Challenge:
They needed to create a global demand-generation program to supply leads to their sales force – and increase margins, reduce SG&A expense, and build a scalable lead-nurturing process.

Strategy Implementation:
Analyzed the companies diverse and high ticket enterprise product line as well as competitors, and recommended a lead generation program of both online and offline tactic that drove to a centralized web based capture site. Relevant buy cycle content was aggregated on the site by solution area which was termed “The Knowledge Center”.

A second website was built for customer creation which was termed – “e-Cultivation Engine” this was an auto-nurture site that sent a series of email communications based on the selection of content on the Knowledge Center. Content mapping based on buy cycle assumptions was developed and refined as the program progressed.

Results:
Within 12 months of launch, the pipeline had reached almost $300 million. There were just under 100,000 registered prospects and qualified leads hit targets. ROI exceeded expectations an E:R of 6%.

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