24 CATEGORY 13: Best lead generation campaign
Sponsored by
WINNER:Reed Elsevier/SciVal AGENCY:MARKETECTURE CAMPAIGN:‘UNLOCK THE PROMISE OF YOUR RESEARCH’
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art of Reed Elsevier Group, Elsevier BV is a world-leading publisher of science and health information, employing more than 7000 people across 24 countries with revenues of £6 billion. Elsevier identified that its postion as a content provider was being challenged by new market entrants with aggressive pricing strategies, and even offering content for free. To address this, and an increasing trend for multidisciplinary research and collaboration, Elsevier revisited its strategy and set about the launch of SciVal Spotlight. As the first in a series of new tools to be promoted under the SciVal brand, Spotlight allows research institutions to view and analyse the structure of science at a global level. The product was well received by focus groups, but a key challenge remained – to convince ‘buyers’ of the business case for a six-figure investment.
A campaign was created to launch SciVal Spotlight across EMEA, USA and AsiaPac. The campaign aimed to educate and engage an untapped target market, balance educational outreach with lead generation, and introduce an integrated campaign theme to assist brand product awareness and recall. The campaign targeted C-level executives responsible for the research future of the world’s most prestigious academic scientific research institutions.
Phase one of the campaign was launched in July 2009 with roll-out across the US and from September 2009 – AsiaPac and EMEA. Marketecture was tasked with generating measured brand engagement with 4000 individuals and 120 institutions that showed purchase interest. Centred on the proposition of ‘Unlock the promise of your research’ the campaign tapped into feedback from a pre-launch customer research programme.
trialed throughout the campaign. The data was segmented into tiers according to institutional size, significance and propensity to buy. A team of Elsevier sales professionals was focused on telesales follow-up to direct activity following intensive internal product training. Print and online advertising supported launch activity in key trade journals. Response levels from each activity were monitored and Eloqua was used to automate follow-up communications to all prospects, to push them along the buying cycle.
The call-to-action across the integrated campaign centred on the offer of a personalised product demo. Elsevier could only offer a limited number of demonstrations in phase one, so there was an element of exclusivity in the campaign targeting. Prospects were driven to one of three sites to register their interest, with all routes leading to the campaign hub. Different engagement strategies were
Senior solutions marketing manager at Elsevier (NYC), Neal Katz, commented, “The SciVal Spotlight campaign was highly effective in delivering genuine commercial outcomes and measurable ROI. We managed to create enough intrigue without alienating our academic audience, and the PURL in particular, out-performed on every front. Marketecture’s input was invaluable throughout the launch phase and the agency continues to help shape the SciVal success story through 2010. “The results quite clearly speak for themselves – a near 90 per cent increase on our sales lead target is phenomenal. The bespoke dashboard tool developed to manage campaign ROI effectiveness at a tactical level was simple yet genius.”
RUNNER UP:Dun & Bradstreet Belgium AGENCY:BBC CREATIVITY CAMPAIGN:‘BANKRUPT OR NOT?’
un & Bradstreet started out as a data supplier 165 years ago and now provides business information, tools’ insight and solutions to assist people in making trustful credit, marketing and purchase decisions. The ‘Bankrupt or not?’ campaign, which ran from February 2009 to July 2009, aimed to cement the brand’s market leading position and boost business leads. The campaign took the point of view of D&B’s prospects: financially healthy entrepreneurs and businesses. Personalised DM was sent to prospects that warned of serious ‘hits’ because of the financial crisis. A factual, news-like message showing the actual number of bankruptcies in their sector made prospects aware of the dangers of doing business blindly, without checking the financial health of their clients/prospects. A
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bankruptcy ‘counter’ formed the core image of the campaign, with numbers updated and published on a daily basis.
The campaign, aimed at 50,000 Belgium CEOs and CFOs, directed prospects to the single-purpose website
www.faillietofniet.be (
bankruptornot.be) where they were able to search for their clients by name, address, enterprise number or sector and check whether they went bankrupt. This information was updated on a daily basis by D&B during the peak of the campaign. The website offered a D&B solution for every search result containing bankrupt companies and visitors had two options to sample D&B services for free. As part of the integrated campaign, ‘text cars’ were used – mobile billboards that are normally used to signal traffic information at the side of the road. These were positioned
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on important access roads for work and in industry zones. The text cars displayed the amount of bankruptcies in that region with the call-to-action to visit the D&B campaign website. This guerilla action got a lot of free publicity in national and local press. Marketing manager at D&B Belgium, Serge de Munck, commented, “BBC continue to convince me with their insight and approach, which they manage to convert quickly and efficiently into good copy and visuals. Their online work is creative and effective – as it should be.”
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