MarketingSherpa publishes three weekly newsletter case studies, and in the B2B beat in particular, those weekly articles routinely feature a story covering marketers tackling lead generation for the complex sale.
For this post, I want to share four of those case studies published over the last couple of years addressing that very topic.
If you only have a few minutes, this post provides highlights from each case study. But if you have more time, or if one really strikes you, click on the link for the entire article and supporting creative samples.
Case Study #1: Local B2B Marketing: 150% Boost in Lead Generation
Local B2B Marketing: 150% boost in lead generation
This case study features a commercial cleaning franchise that used a website-based direct response approach combined with paid search and SEO.
Through testing and optimization, they achieved:
- A 3.37% conversion rate
- 150% increase in lead generation
- 1500% ROI on SEO
- 200% ROI on PPC
Case Study #2: Lead Generation: Revamped Marketing Automation and CRM Technology Drives 75% More Leads
Lead Generation: Revamped marketing automation and CRM technology drives 75% more leads
A tech asset management company had marketing automation and CRM in place, but the two were siloed and not synced. Marketing and Sales activities and data were completely separate.
They replaced both the automation and CRM tools together and implemented them as an integrated system. Once that was in place, Marketing could begin lead scoring and lead nurturing. Sales and Marketing became more aligned because the new implementation gave everyone visibility from lead gen to conversion to sale.
The result: lead generation was up 75% over the previous year.
Case Study #3: Targeted Event Marketing Effort Leads to 300% ROI, Generates 140 Qualified Leads
Lead Generation: Targeted event marketing effort leads to 300% ROI, generates 140 qualified leads
An OEM equipment manufacturer for the printing industry used a multi-channel approach combining events, direct mail, email, and teleprospecting.
The campaign relied on segmentation, incentives, personalized URLs (PURLs), and telemarketing for qualification.
The results:
- 300% ROI
- 140 qualified leads
Case Study #4: B2B Lead Generation: 300% ROI from Email and Teleprospecting Combo to House List
B2B Lead Generation: 300% ROI from email and teleprospecting combo to house list
A health IT data provider focused its efforts on “known” contacts in their existing house list. They used email to prime contacts for calls from their teleprospecting team.
The results:
- 13.4% conversion rate to scheduled meetings
- 15.9% of those meetings became customers
- 300% ROI
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Questions Every Marketer Should Ask of Lead Gen Forms [More from the blogs]
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