Client Case Study – Caterpillar
Real Time Alerts of Actionable Prospects Increases Productivity and Drives Sales
Caterpillar was searching for a lead generation system to supply its outside representatives with appointments that would increase productivity and drive sales. The program needed to touch diverse market segments over a wide geographic area and handle regional and local nuances. Each industrial segment uses different equipment and there were several tiers of customers represented in each. Based on various criteria, there needed to be different copy, art, graphics and offers which varied dealer by dealer.
Variable data postcards were customized to new business prospects and mailed to their business locations. The copy and offers were tailored to each lead’s demographic information that included industry, number of employees, revenue, and other relevant factors. Personalized landing pages were developed which included a survey form and variable data fields throughout. Every piece of information was based on the same demographics as the card from a shared database. The call to action was to fill out a survey for a chance to win prizes that varied by region.
Every prospect that visited the web page triggered a real time alert to the appropriate sales person. The alerts could be received and easily read on a laptop, PDA, or cellular phone. Combined statistics were available to each branch, on line and on demand. The campaign generated a consistent flow of actionable leads. Many were prospects in the buying cycle. The mailings consistently pulled good response and the leads created from the campaign generated sales and provided a healthy return on investment.