Lead Generation: Growing Your Business

A national process control solutions and fabrication company that had recently partnered with an international gas detection distributor wanted to create customer and industry awareness of a new line of personal gas detection products. The company had a secondary goal to be recognized as a workplace safety proponent, as the new product line could contribute to a safer work environment.

Insty-Prints Marketing Print Mail partnered with the company to launch a multi-channel awareness and lead generation campaign to promote the new product line. An email promoting a product demonstration offer was sent to existing customers, driving them to a campaign microsite. The offer featured an incentive of a data logging/calibration software package when a demo was completed. For lead generation, a press release was distributed to trade publications, also directing interested parties to the microsite where they could view product specs and request a demo.

Early results show the multi-channel marketing approach to be effective in generating both awareness and leads for this company’s highly technical product line.

• The press release was picked up in multiple trade publications, reaching a key target audience.
• The email promotion had an open rate of more than 22% and a 7% click-through rate.
• Several appointments with the sales team were generated.