Driving Lead generation and Revenue Growth

SITUATION

The primary objective of this engagement was to increase the number of qualified leads digital marketing was contributing to the sales pipeline resulting in incremental revenue for the organization. The company had previously focused on a reseller model, with reseller sales comprising around 70% of business. The program aimed to move the company back to earning net new business through direct sales, primarily focused on banks and financial institutions.

CHALLENGE

Reestablishing the web as a channel for lead generation

1. The company was generating 2-4 leads per week through the web.
2. In the previous two years, the company had not used online marketing for demand or lead generation.
3. Management was not able to close the marketing loop and attribute activities and investment to ROI.

APPROACH

1. Designed and developed a new website (sourcetech.com) that streamlined the customer conversion path, improved user experience and implemented search engine best practices.
2. New website also provided a fully-responsive and multi-device experience.
3. Monitored web analytics to examine customer behavior, identified opportunities for improvement in the customer experience and implemented changes accordingly.
4. Executed a paid search campaign that created a consistent cross channel user experience.
5. Implemented a search engine optimization program to drive visibility around business-critical secure print solutions technologies.

RESULTS