Reviving “dead” leads for a Microsoft Dynamics partner
Overview
An established Microsoft Gold-Tier Dynamics partner had a list of prospects they wanted to convert. These targets were from past campaigns and old lead sources that had gone cold, but the projects were not listed as dead.
They had tried going back to the list when their existing pipeline ran dry, without success. After hiring someone full-time to call into the list and still not booking meetings, they had deemed the list dead.
Our approach
Working with the leadership team, we built a go-to-market offer to drive net-new account acquisition that would resonate with both existing leads and net-new prospects.
We designed and built several landing pages to test the offer and messaging, then built out a keyword and display campaign to drive traffic and awareness.
With those pieces in place, we started the call-down campaign, using the offer to break the ice, starting with the “dead” lists. The landing pages let us route prospects who didn't have time to talk, and the analytics showed us who was interested even when they never picked up.
Results
- $500K in new revenue closed
- 60+ MQLs and 16 SQLs over the year-long campaign
- 6 MQLs and 3 SQLs in the first week alone
- $100/week ad spend: 63K impressions, 800 clicks
- Landing page: 417 visitors and 7 converted leads in the first 30 days
- 10% call conversion to warm leads; 40% of warm converted to SQL
The outcome
The initial 30-day trial was so successful the partner re-signed for a full year. We then helped train a full-time marketing resource for their team.
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