WRQ Plays Two-for-One
By Brian Howard
As a supplier of cross-platform hosting software, WRQ needs to maximize its relationships with customers. With large clients like Ikea, Boeing and Sony, there's surely an opportunity to cross-sell or upsell around every corner.
But bringing in new customers remains a component of the business plan, and since companies the size of WRQ's clients don't tend to move with antelope-like speed and agility when it comes to IT expenditures, anything to nudge leads along the purchase continuum is a plus.
This is the proposition WRQ brought to marketing agency Babcock & Jenkins. Oh, and WRQ wanted it all done on the cheap.
With a limited budget, Babcock & Jenkins essentially created a single campaign that could easily be customized for two segments: customers and prospects, and for various segments within: industry type, job title, etc.
A mailing was created into which different images and messaging could be inserted, depending on which segment was to receive the piece. To control costs, the pieces were gang printed. Gang printing is a production process where—rather than having each variation printed on a separate press run—multiple variations of a piece are printed on each sheet, lowering the number of press changes and, subsequently, costs.
Each mailing directed recipients to a Web site and contained a unique PIN to be entered at the site. The PIN allowed WRQ to take prospects and customers, based on what they knew about them, to relevant content.
The site creation was similar to the mailing, with many elements common to both the prospect and customer experiences, but enough flexibility to tailor the experience based on user profiling.
Once respondents registered with the Web site, WRQ sought to capture data on prospects' needs to suggest an appropriate solution, and to suggest to current customers the benefits of additional solutions.
The campaign had "real-time response analysis built in," says Babcock. "These are the data segments that are yielding the best leads. … Which questions are people answering? Which additional information are they reading? If we find that most people are not interested in [a certain] element, we can just drop it."
According to Babcock, of the roughly 4 percent who responded to the mailing, 80 percent went on to register with the site. Of the existing customer base—who had not been actively marketed to by WRQ prior—1.82 percent went on to register. Of the leads generated, 44.72 percent were graded "excellent," "very high quality" or "high quality."