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Motorola B2B Lead Generation

8% Response Rate, 10% Closing Rate Within 30 Days

 

Background

After many years of limited distribution in Brazil, Motorola targeted Brazil as a key growth market. Motorola embarked on a campaign to develop a B2B campaign to create awareness, generate leads for their distributors and convert leads to sales.

Competitive manufacturers had a strong foot-hold and interest in Motorola products was low due to their higher price and absence from the market. There was little if any awareness for the new Motorola dealer network and the added services and value they provided.
 

Objectives

  • Communicate the benefits of Motorola over the competition
  • Position Motorola Marketronics dealers as the expert/complete source for communications solutions and service
  • Generate leads, and develop a database of qualified interested prospects for future marketing efforts
  • Increase sales activity for Motorola Marketronics dealers

 

 

Strategy

Through Grey Advertising's J. Brown and Associates, an integrated lead generation campaign consisting of print advertising in trade publications and targeted direct mail was developed with an offer for a free video demonstrating how Motorola products can make business more productive.  Key components included selection of list vendors, fulfillment center, creative development and sales force training.

 

Results

The program resulted in an 8% response rate to the free video offer, with a 10% closing rate within 30 days.