It's Your Call
For example, AccessLan Communications, a startup firm in the DSL (digital subscriber line) market, faced daunting competition in its early days. "We had to raise the brand awareness of AccessLan along with the company's product," says Allan Linden, AccessLan's former senior director of marketing, who today operates Communications Specialists, a San Jose, CA, global marketing consultancy.
An outbound marketing campaign was developed using several Webcast seminars as a key component. Linden purchased a list of prospects to target for his seminars, and after pre-screening the list, gave emark Solutions 1,000 names to call. Our mission was to tell prospects about AccessLan and its Webcast seminars, and also follow up on leads that came through other concurrent media channels.
"The net result was phenomenal," says Linden. "On average, we had 130 to 210 quality leads that were in attendance of each of six Webcast seminars. We netted our very first customer, which turned out to be a $12 million customer."
Strike While Hot
A combination of activities yields event attendance and high quality database upgrading. Right up to an event and right after it, a client using an integrated marketing services provider can identify prospects that represent near-term sales opportunities or "hot" leads.
This client can apply the next round of communications to these leads via outbound sales calls, further identifying the needs of these leads so that a program can be structured to meet them.
Occam Networks of Santa Barbara, CA, another startup company where Linden worked, faced a collapsing market for one of its new products in the telecom sector. The company had a small promotion budget and management was naïve about how to use outbound marketing activities.
"Our challenge was to analyze the potential and realize if there was a market left out there, and who these people were," says Linden.