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LEAD QUALIFICATION MARKETING 2018WORK IN PROGRESS UPDATE: 3-23-2018
MANAGED MARKETING CASE STUDY
Engineered Marketing for the Electronics Industry
item.media | [email protected] Engineered Marketing for the Electronics Industry
Tracking individual transactions to specific marketing efforts is difficult for any company to do accurately. However over the last and current fiscal cycles Schaffner USA has seen 11% and 9% YTD growth respectively; the only sig-nificant change we have made in our organization or business practice during this time has been the implementation of the sales-focused marketing strategy by ITEM Media. So, by simple process of elimination, we attribute a lot of this growth to the work we’ve done together with ITEM.
Ken Bellero, President, Schaffner USA February 2018
CASE STUDY: SCHAFFNER USA / ITEM MEDIA
LEAD QUALIFICATION MARKETING 2018WORK IN PROGRESS UPDATE: 3-23-2018
SUMMARY
In January 2017, ITEM Media developed the first in a series of lead qualification campaigns for Schaffner USA to identify sales qualified leads (SQLs) of buyers with intent to purchase EMI filters/chokes. The campaigns use whitepapers and design articles, custom-written and distributed to the Schaffner USA database.
The campaign
• Generated 921 contacts that have downloaded a whitepaper.
• Identified 301 SQLs with intent to purchase EMI filters or chokes within the next 24 months or less.*
• Identified 151 SQLs with intent to purchase EMI filters or chokes within the next 6 months or less.
*24 months is defined as the average Schaffner USA sales cycle.
item.media | [email protected] Inbound Marketing for the Electronics Industry
GOALSThe goals for the campaign included an undisclosed quantity of Sales Qualified Leads (SQLs), and criteria for each SQL which included: identifying prospective new Schaffner customers, identifying intent to purchase within various specified timeframes, identifying type of product required, capturing further qualification data such as job title.
STRATEGYThe strategy devised was to
• Identify contacts within the Schaffner database who have an EMI filter design need by offering free related content in return for information about the needs of each contact.
• Continue to offer further related content to each of these identified contacts as they progress through the 3 steps of the “buyers journey” from “problem identification” to “solution research” to “solution selection.”
• Create specific items of content for three specific (undisclosed) Schaffner USA target markets
• Nurture those leads who indicate intent to purchase, by offering relevant pieces of content to aid their buying process, and requesting further prospect information in return
• Offer prospects the opportunity to meet with Schaffner USA design engineers
PLAN• The plan included an initial 6-month campaign. Because of the success during the initial campaign, the
plan was extended 12 months.
• Develop custom content, working with independent, recognized EMI filter subject matter experts (SME). The first campaign includes the following whitepapers: “A Guide to Designing EMI Filters,” “EMI Filter Design Considerations,” selected Schaffner USA product brochures, and other undisclosed pieces.
• Design landing pages/data capture forms, using best practice design methodologies, to maximize form fills and leads captured.
• Email promotions copy-written, designed and deployed to the Schaffner USA email database
• Segmentation of data captured, and re-target contacts who self-identify as leads with intent to purchase
• Create a process to immediately hand off “sales ready leads” to Schaffner USA sales team.
Inbound Marketing for the Electronics Industry [email protected] | item.media
COMMENTS
From Ken Bellero, President, Schaffner USA:“Tracking individual transactions to specific marketing efforts is difficult for any company to do accurately. However over the last and current fiscal cycles Schaffner USA has seen 11% and 9% YTD growth respectively; the only significant change we have made in our organization or business practice during this time has been the implementation of the sales-focused marketing strategy by ITEM Media. So, by simple process of elimination, we attribute a lot of this growth to the work we’ve done together with ITEM.”
From Graham Kilshaw, CEO, ITEM Media:“Ken and Schaffner US are early adopters, not afraid to do something ahead of the competition, when it makes sense. This is working, because it’s a strong partnership; both the ITEM team and the Schaffner team communicate easily and regularly, always looking at the data. It’s all about the data, no guesswork….”
Schaffner USA - Energy Efficiency and ReliabilitySchaffner is the worldwide leading consortium in the fields of ‘electromagnetic compatibility’ and ‘power quality’. With its components it supports solutions for an efficient and reliable use of electric energy. With its products and services Schaffner Group significantly contributes to the promotion of technologies for the generation of renewable energies, ensures the reliable functioning of electronic devices and systems in compliance with all important quality and performance standards, and meets the requirements for increasing energy efficiency.
Contact: Ken Bellero, President. www.schaffnerusa.com
ITEM Media – Inbound Marketing for the Electronics Industry“ITEM” is a new kind of marketing agency for the electronics engineering supplier community – combining inbound marketing expertise with its own media brands. ITEM is quickly building a reputation for delivering successful lead qualification services to an array of clients from the RF, EMI, thermal, design, test and reliability verticals. ITEM supports client campaigns with its own media brands – Interference Technology and Electronics Cooling. Headquartered in Philadelphia, ITEM also has offices in Hong Kong and Tokyo.
Contact: Graham Kilshaw, CEO. www.item.media
item.media | [email protected] Inbound Marketing for the Electronics Industry
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Engineered Marketing for the Electronics Industry
Additional ITEM Media Brands: Interference Technology | Electronics Cooling | Environmental Test & Design