Challenge: Lead acquisition
Solution: Cost-per-lead agreement with third-party sites
Sifting through mud—also known as endless consumer data streams—isn't how ADT does business. Instead, the Boca Raton, Fla.-based company synonymous with security systems prefers to make sure it finds the gold nugget prospects in the stream—the hot leads who are interested in buying its newest product—not the fool's gold.
To do that, ADT puts itself right, smack in the middle of the stream of prospects, letting the iron pyrite float by and the ore flow in.
To do so, ADT offers whitepapers, case studies and industry point-of-view statement downloads through content networks with audiences that match the company's ideal customer profile. It's a strategy that's paid off with 850 downloads in four months, and 48 percent of registrants self-identified as being in the buy cycle.
This lead generation effort began in April 2011, when the company tasked San Rafael, Calif.-based direct marketing agency Goodman Marketing Partners with creating a pull campaign to market ADT's new managed video solution, ADT Select View. The agency had already created the content and landing pages at launch, so April saw the pull-marketing strategy commence on two B-to-B online content networks.
One of the B-to-B sites reached security decisionmakers by vertical industry and the other found technology leaders, but both provided a cost-per-lead option for information about the downloaders of ADT's content. The registration form not only collected contact information about the prospects, but their reasons for downloading the content and their expected purchase timeframes.
Representatives from ADT followed up with the interested prospects, made appointments, and now expect to see sales directly result from this program, says Bill Aheimer, business development manager, ADT Healthcare.
"I'm very impressed with the way that the program was put together from the strategy standpoint, the quality of the leads," he said on Sept. 28, the day ADT met with the agency to discuss details about going forward with the next, undisclosed, phase of this direct marketing campaign. "We were pleased that [the leads] came from various different aspects of the [downloader's] organization. ... From a percentage standpoint of how many of them were hot, live and warm vs. just inquiries, [it was] about normal. But [it was] much better than average, from the standpoint of the diversity of the decisionmakers within the organization, timeliness of delivery of the information, and the quality of the information that we got."