Xansa Orchid and Watering Can Mailer

Xansa Personalised Label with website URL

Xansa Lead Generation Campaign

Xansa required a lead generation approach that was highly personal, made an impression and delivered a good return on investment. So we sent their prospects flowers...

Originate

Now part of the Steria Group, Xansa’s Enterprise Resource Planning (ERP) sales team were lacking lead generation support. Working with the SAP and Oracle teams, Marketing Team Direct gained the necessary insight and proposed a business case for a manageable lead generation campaign. ‘TLC4ERP’ was created to raise awareness of Xansa ERP, provide key customer data and deliver qualified sales leads back into the business.

Integrate

A campaign database of 46 Enterprise level businesses containing 60 contacts was verified and captured critical organisational data. A highly personalised direct mail piece consisting of a branded orchid and watering can with a ‘nurture’ proposition was couriered to select decision makers and followed up by SAP/Oracle expert telemarketing. An individually personalised HTML email, campaign specific website, case studies and personalised client proposal template supported a robust contact strategy.

Accumulate

Within 4 weeks Marketing Team Direct produced a 35% conversion rate delivering qualified leads with a pipeline value of £9 million worth of business that would not otherwise have occurred. Recall of the Xansa brand and product offering increased by 80%, a database is now available within salesforce.com for the Xansa team to access and the orchid and watering can remain constant reminders of the Xansa proposition.

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Facts and Figures

www.tlc4erp.com

Visit the Xansa campaign microsite

Number of Companies Targeted

Number of Contacts Mailed

Conversion Rate

35%

Brand Recall Increase

80%

“Marketing Team Direct identified and solved our problem without interruption to our day to day business, delivering quality, qualified leads to the team. The campaign had real presence, was well planned, highly targeted and delivered a good return on our investment.”

Mike Stephens, Global SAP Practice - Xansa plc