CUSTOMIZED SYSTEMS

Campaign Management

One employer hired me to develop a marketing campaign lead management system. Marketing campaign leads and leads generated from other sources (such as trade shows, website requests, training events, etc.) were all imported into this system, which separated the leads by sales region. The secure, online database functioned as a CRM tool for the sales team, allowing them to record lead interactions and update the lead’s status. A Distributor database, also segmented by sales region, was a part of the system. When updating the leads for their region, a sales representative could assign leads to a Distributor contact with a few clicks. The system transferred all the lead information to the Distributor and provided a process for subsequent follow-up on all the forwarded leads. Leads identified as potential sales proposals were regularly exported from the system into the global Salesforce client management system.

This custom Campaign Management system provided precise campaign and other lead source ROI numbers, allowed easy segmentation of leads into types, tracked lead sources by sales region, tracked leads by Distributor, and ensured the Salesforce tool was only populated with leads which may generate sales proposals.

Promotional campaign leads increased 16% YOY, while tangible business opportunities increased 5.3%. The Distributor lead qualification system eliminated 33.7% of the sales team’s lead follow-up work. Our continuing ENewsletter email campaign open rates rose 8.1% while click-to-open rates rose to and maintained a 24% rate.

After the successful implementation of this Campaign Management system in North America, I duplicated the model for marketing teams in Germany and France.

DESIGN, TECHNICAL, AND PUBLISHING SOLUTIONS FOR B2B AND B2C MARKETING

CUSTOMIZED SYSTEMS

Campaign Management

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