Business to Business Case Study



“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

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.

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.

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%.

© Kern Agency