Customer Example
Outsourced IT Helpdesk provider
• Focus industries• Healthcare
• Retail – both franchise and non-franchise
• Other service areas• Field service – Windows XP sunset
• Helpdesk consulting
Where to start?
• Fastest way to revenue• Look at existing sources of quality data
• Segment, segment, segment• Leverage segments from telemarketing
• Don’t over complicate• Leverage content via the blog to test strategies
• Start with a simple campaign structure
• Capture telemarketing outcomes in a purposeful way• Existing complimentary and/or competitive solutions
Awareness Campaign
Audience: 1. Made contact, no appointment.2. No contact made.
Awareness Email 1
Awareness Email 22 weeks later
Speak to us Now!
More information; FS, SD, or SDC
Unsubscribe
No action.
Education Campaign
2 weeks later
Speak to us Now!
More information; FS, SD, or SDC
Unsubscribe
No action.
Audience: 1. Appointment, no closed sale based on pain point from Discovery call2. Contacts from Awareness Campaign based selected “more information” and trigger into
campaign either immediately or one day later.
Triggered Alerts to Call Team for follow-up!
Awareness Email 3
Awareness Email 4
Awareness Email 5
Awareness Email 6
Awareness Campaign continues to flow using structure outlined above.
Field Services Email 1 Service Desk (SD) Email 1 SD Consulting Email 1
1 weeks later
Speak to us Now!
Unsubscribe
No action.
1 weeks later
Speak to us Now!
Unsubscribe
No action.
1 weeks later
Speak to us Now!
Unsubscribe
No action.
1 weeks later
Speak to us Now!
Unsubscribe
No action.
1 weeks later
Speak to us Now!
Unsubscribe
No action.
1 weeks later
Speak to us Now!
Unsubscribe
No action.
Field Services Email 3 Service Desk (SD) Email 3 SD Consulting Email 3
Field Services Email 4 Service Desk (SD) Email 4 SD Consulting Email 4
Education Campaign continues to flow using structure outlined above.
Service Desk (SD) Email 2 SD Consulting Email 2 Field Services Email 2
Lead Scoring
• Profile score• Account relevance – industry, revenue, employee size
• Title relevance – Director/VP or above
• Tele-prospecting should pre-validate profile score and add to it as well
• Capture other attributes
• Ever outsourced helpdesk before?
• Have you completed migration from Windows XP?
• Behavior score – digital body language• Opens and clicks
• Integrated web analytics
• Pages visited
• Time on site/page
Adjust Tele-prospecting Strategy
• Lead Score• Send for follow-up based on behavior score
• Higher scores, more attempts
• Infuse digital body language into
scripting• Specific scripting points and calling cadence
• Capture more information to impact
lead score
Drivers for Integrated Program
• Smaller deal size or CLV• More market coverage more quickly
• 6 calls per prospect doesn’t always make fiscal sense
• Large, horizontal market• Help focus on top responding industries more quickly
• New products to market, new verticals• Infuse tele-prospecting and test different calling cadences
Actual ROI
Campaign Name
Total Cost per appointm
ent
Total Cost per
campaign
Total # Opptys Created
Value of All Opptys Created
ROI of Campaign
2009 EHR Inactives $579 $11,571 14 $403,195 3485%
2010 Payer Inactives $394 $6,297 2 $33,750 536%
2010 Images Upsell $273 $4,091 1 $2,500 61%
2010 No Campaign $409 $2,043 2 $10,938 535%
2011 Campaign EMR $783 $11,746 14 $242,597 2065%
2011 Rx EMR $259 $13,195 63 $248,921 1886%
2011 Provider Campaign $395 $8,698 5 $32,348 372%