NETHAWK Media Buying for Technology Leaders
Case Study
The Need:
A major enterprise software company came to NetHawk to create a long-term plan to build a formidable database of quality sales leads across several continents for their business services software. Business services purchasing decisions are multi tasked and you must be aware of the range of influencers and how to develop a media plan that would create the sort of incentives that would encourage a consensus methodology. They wanted us to handle all the major, and minor, media planning and buying and they wanted a full time resource working with them to boost their lead generation efforts.

The Strategy:
Working with the client, we developed a three-prong test strategy for the campaign:
  • Work with creative team to Identify the universe of media opportunities that reach the potential decision-makers within the scope of the product.
  • Build a test matrix of media opportunities for a series of offers based on experience and requirements for client's marketing plan.
  • Test offers and media sources to determine successful rollout candidates.
With resulting data from different creative and potential media, email lists, newsletter sponsorships, "lead-guarantee" programs and value added sources in hand, we began testing the different variables to determine the winners. After the results were in, NetHawk analyzed the data and made recommendations to the client for the next steps of the campaign. NetHawk worked with the client CRM resource to insure a steady procession of quality sales leads for several different offers.

The Results:
The resulting rollout of the media plan with the crafted messages had a conversion rate of 40% and cut the clientˇ¦s historical cost-per-lead in half. Lead quality, it turned out, was the most important criterion and it was simple to quickly capitalize on the results.

The Future:
NetHawk will maintain the media and marketing history and develop a seamless low stress formula that will work with client product and marketing folks to maintain the assets created and be able to further nurture the process and the individuals buying products from our client. The benefit for the client was that they were able to focus on their core job and allow NetHawk to provide an additional team of experts to find the best media, insure quality execution and more than pay for our services in the value added area.



Case Study Two:
Increasing Online Seminar Attendance for an IT Testing Company


 
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To find out how NetHawk can help you decrease your cost per lead, contact info at nethawk dot net today.