GENERATING SENSE OF URGENCY TO

CONVERT LEADS

INTO SALES

Capability: Market Insight Market Strategy

Business Objective

  • Accelerate revenue growth to 30% for a software company in a niche category that is only growing at 20% per year

Strategy

  • Improve sale close rate on primary product offering
  • Highlight “Act NOW” product availability promotional strategy to generate urgent call-to-action
  • Identify the most valued secondary product offerings to secure final contract commitments

Results

  • Presented audio companion CD that reinforced the lessons of the primary product
  • Achieved 20% increase in conversion of leads which resulted in a 45% increase in sales revenue, well above the targeted 35% increase
  • Campaign success resulted in a 50% increase to the marketing communication budget
  • Increased enrollment 3-5% depending on year and media spend
  • Campaign produced an enhanced reputation with prospective students and influencers as well as increased pride among the current student body, faculty and staff
  • Campaign success resulted in a 50% increase to the marketing communication budget
Computer class with teacher and students

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