Case Study: Genoo Provides Integrated Demand Generation for Worldwide Software Vendor

Vision Solutions, a leading worldwide provider of high availability and disaster recovery software for IBM Power Systems, uses an eBook series to drive the generation of high quality leads. Chapters are published bimonthly on their site Business Continuity Today (www.businesscontinuitytoday.com). Vision Solutions launched this marketing campaign to provide rich content to their market, establish thought leadership and improve lead generation at a minimal cost.

“This campaign is our number one lead generation vehicle from cost-per-lead and quality-of-lead standpoints,” explained Ed Vesely, Sr. Vice President of Marketing. “We track cost-to-acquire closely and find that because this eBook is so content rich it attracts the most serious buyers.”

Vision Solutions was using an html-based website with a separate email vendor to handle traffic from the site. This meant that each time a lead completed a request to download a resource, a duplicate record was created making lead management tasks challenging and time intensive. When they heard about Genoo’s unified microsite publishing and lead nurturing tools, they knew they’d found a solution.

“We wanted to implement a more systematic way to manage multiple points of contact through our marketing system,” said Don Holm, Web Marketing Manager for Vision Solutions. “Genoo’s lead nurturing capabilities seemed to be a good fit for that. One of our issues was being able to easily manage seven rapid-fire points of contact to new leads. With Genoo we can put in custom dates and other triggers and use that to automate multiple points of contact.”

Their plan for multiple touch points with new leads includes sending campaign elements to the contact each week for seven weeks. Holm found that with Genoo he could automate those email communications and customize them based on the person’s interests.

“For example, Genoo’s tools automatically mark a lead to show that he’d only downloaded chapter 5 of our eBook and then trigger an email we’d composed to invite him to read the previous 4 chapters. Genoo allows us to have a library of emails that go out to leads based on various triggers and parameters that we set up,” Holm said. “With Genoo, it’s not just a single-point-in-time email blast autoresponder. We can take it to a higher level and say, ‘If the lead did A, B and C, then we do this.’”

When they set up Genoo, Vision Solutions loaded in their contacts from Salesforce.com and Genoo automatically de-duped the leads list for them. In addition, Holm said, “I was impressed with the metrics and reporting after the send. The information presented was user-friendly and identified lead activity we could act upon with confidence.”

Genoo also enables Vision Solutions to easily manage and update the content of their Business Continuity Today microsite. Their previous website required knowledge of html programming to maintain. This caused a bottleneck when marketing personnel without that technical knowledge needed to request IT staff to update their marketing content.

“Genoo has the utility and ease of the popular tools used for creating blogs,” Holm said. “This tool allows our marketing staff to create the site without any technical knowledge about building web pages. Combining that capability with lead nurturing and a powerful database--that’s unique to me.”

Vesely added, “Our IT staff doesn’t have the bandwidth to support us all the time. This allows us to operate independently with very little risk. Genoo helps us generate awareness and produce a tremendous amount of lead nurturing for only a few dollars a day.”

Having invested in creating rich content, Vision Solutions can now easily reuse it and customize the message for a specific area or industry. In Genoo they found a solution that also allows them to customize how content is delivered to each lead in their nurturing program.

“Our #1 mandate as a marketing organization is lead generation and #2 is brand awareness,” Vesely explained. “In today’s economy, we spend the lion’s share of our budget on lead generation programs. For us to find a tool that is as easy to use and quick to implement as Genoo is a godsend. We’re able to manage it in minutes a day and that includes lead generation, nurturing, tracking and measuring the revenue results.”

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