Bourne

How did a multichannel strategy reduce Access Accounting’s cost per lead by 75%?: Brief

Access Technology Group, the UK’s largest independent developer of financial and business software, have historically relied upon DM, press advertising and events as the key sources of leads. Unfortunately, these channels all required significant fixed investments with uncertain and typically unsatisfactory returns. So, Access challenged us to develop a strategy that would immediately increase the overall number of leads coming into the business, while making a drastic reduction in the cost per lead. In other words, more for less.

Results

Bourne had lead generation activity up and running within three weeks from the initial brief and more impressively, we cut Access’ cost per lead by over 75% in only three weeks. Overall lead targets have been exceeded, which has led Access to stop direct mail and press advertising resulting in a net savings of over £75,000 per month. We think it’s safe to say that’s a lot more for a lot less.

Solution

Bourne developed an integrated lead generation strategy that focused on three key areas: channels, content and follow-up. Our first step was to reduce the company’s dependence on high fixed-cost lead generation activities and move towards flexible activity that could be ramped up or down quickly while providing a pay as you go spend model. Outbound telemarketing and E-mail Marketing formed the core communication channels.

We also developed several lead generation microsites that targeted UK businesses in key vertical markets, each of which were supported by engaging client case studies and other interactive content. Those customers not converted immediately would be individually targeted to receive follow up e-mails providing more case studies, event and webinar invitations and content focusing on financial best practice. Pay-per-click, whitepaper syndication and newswire campaigns all drove additional traffic to Access’s existing prospect database.

Brief

Results

Solution