Channel Support
- Tags:
- InTouch,
- Marketing,
- Marketing Research
- Source:
- InTouch
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Overview: This case study defines about the traditional and advance marketing strategies. A case of Enterprise-wide sales had dropped steadily over a 12-month period. It was clear that the current marketing efforts were becoming costly and less effective. There was no effective system for tracking sales-lead sources and marketing effectiveness. Without an accurate method of measuring the direct cost of each sales-lead, the Vice President Channel Support was left to estimate the cost-per-lead. His belief was that this figure was over $1,000 per lead. Traditional marketing efforts such as mass mailings and magazine advertising becoming less effective. Marketing campaigns where not reaching the targeted prospect base. InTouch implemented a three-pronged direct marketing approach with an emphasis on direct contact via the phone. “Direct Prospect Calling Effort, Direct Mailing Effort ,Lead Nurturing utilizing targeted emails and follow-up telephone calls”
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Format: HTML | Size: 30KB | Date: Jan 2003 | Pages: 1
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