Song Networks - Lead generating

Challenge
Set up 200 relevant meeting with potential customers ASAP. Target group: 1000 IT managers – not customers.

Solution
A letter with a USB key combined with a promotion.
When leads plug the USB key into their computers, they see an intro video lasting about a minute. In the video the Song Networks sales and marketing manager tells the IT managers about the results of an earlier, completed lead dialogue and about why it’s relevant to go into a dialogue with Song Networks about critical solutions. After the video, the receiver can complete a survey in which he must prioritize the significance of ten challenges within the data- and telecommunications branch. Immediately after the customer has answered online, we send an HTML email to the corresponding seller with all the information attained from the survey that is needed to enter into a relevant dialogue with the lead.

Results

• 28% of the warm leads and potential customers plug the USB key in, see the movie and complete the survey within 48 hours
• Song Networks booked meetings with 20% of the leads