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 Download Accelerating Sales Revenue for Bowden Systems
Background
Bowden Systems is a Norcross, Georgia based independent software vendor (ISV) and member of a partner program for a Fortune 50 ranked technology vendor. Bowden Systems provides a variety of software solutions and applications that are optimized for a specific line of servers.
Bowden recently contracted Winn Technology Group for database development and demand generation services as part a key marketing initiative for the vendor designed to increase server related sales. Being a Preferred Vendor for a variety of outsourced marketing services, Winn has been successfully serving this vendor and its partners for a number of years.
The focus of this campaign was Bowden's NSK–NTP product, a comprehensive network time synchronization solution that increases operational efficiency for companies such as The Home Depot, RadioShack, and Northrop Grumman.
Methodology
This highly coordinated, integrated marketing campaign involved numerous components including a series of three co–branded direct mail pieces, database development, and follow–up calling.
The direct mail aspect of the project was handled by Winn's marketing partner Circa 65, a full–service marketing company that works with technology manufacturers, distributors and resellers to build and manage effective channel sales and marketing programs. Circa 65 worked with Bowden to develop a compelling message and call–to–action, maximizing the effectiveness of the direct mail pieces.
Being that targeting the right audience is a crucial component of any marketing program, Winn Technology Group leveraged its proprietary WinnEnterprise Database to build Bowden Systems a custom campaign list focused on Fortune 500 companies in Financial Services, Retail, Manufacturing, Healthcare, Telecommunications, and Government. Target contacts were those at the Director level and higher in Information Technology.
Winn's Project Management team worked with Bowden to develop a call guide that served to qualify sales opportunities, convey Bowden Systems' value proposition, and incorporate messaging from the direct mail piece for consistency.
Once the aforementioned components were in place, the campaign kicked off with a series of three direct mail drops, each followed by a round of outbound lead generation.
Results
In total, the campaign generated 39 highly qualified leads, or one for every 2.7 hours of calling — well below the industry average for outbound lead generation. More importantly, a recent conversation with Bowden Systems' CEO Ron Bowden revealed that almost 10 of the leads have closed for approximately $80,000 in new business, yielding a return on investment (ROI) of 9.7 times the cost of the campaign. This is a staggering return considering a great number of successful lead generation campaigns result in 3–5x ROI.
Further, Ron indicated that Bowden Systems has another $100,000 in its sales pipeline as a direct result of the campaign, amplifying the program's potential ROI to 21.8 — almost unheard of in the outsourced lead generation industry.
When asked what he learned from the program, Mr. Bowden stated, "Lead generation is a pretty timely process, and you need to have a clear value proposition for what you are selling." Above and beyond the obvious financial benefits, Ron also said the campaign helped Bowden Systems gain a lot of market visibility and refine its collateral, presentations, and value proposition.
In closing, Ron proclaimed, "Lead generation is something you can't do without…there are a lot of things that need to be done before starting, as well as significant effort and oversight, but it's well worth it."
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About Winn Technology Group, Inc.
Winn Technology Group is a privately–held marketing solutions company headquartered in Palm Harbor, Florida. Focusing exclusively on the technology marketplace, Winn has earned the respect of over 600 technology companies, many of whom continually subscribe to its B2B marketing services including Demand Generation, Event Marketing, Database Solutions, and Channel Marketing. For more information, call 800–444–5622 or visit www.winntech.net.
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