Many Touches Make Light Work
Each time a prospect heard from Candle, that prospect came away with a new piece of information.
But with so many potential contacts—some prospects responded as many as five times—tracking individual respondents was imperative.
"We used Siebel as an integrating mechanism," says Morrissey. The CRM software allowed Candle to keep a record of each and every interaction. "One of the ways you can detract from your value is to look like the left hand doesn't know what the right hand is doing," explains Morrissey. "When you go to qualification, you want to know what that person has responded to in the past, and see what the notes were from the last conversation."
So which media combination worked best? "Not surprisingly, the highest quality leads result from multiple touches via e-mail or Web, followed by a Webinar, followed by attendance at a regional field marketing event," says Morrissey. "When they see the live expert, they're much more open to seeing us on site."
The only problem? "Often they want the expert they saw at the event, which isn't necessarily possible," laughs Morrissey.