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Case Study |
RightNow wanted to have a presence with customer care decision makers in these 1,600 key organizations and demonstrate its knowledge and comfort as a leader in the on demand CRM space. Our challenge was how to identify the customer care decision makers in each of these organizations, and how could we sustain regular communications with them that offered more value than the usual product-speak?
Given the level of specificity of the target companies and titles, traditional rented mailing lists were not an option. Email was out too. It would be necessary to build the list so that RightNow could own this valuable database of decision makers outright.
A sustained direct mail program was the answer on how to build awareness with this small audience, but with one difference: traditional direct mail response rates to gauge success were thrown out. This program wasn’t about volume and generating a 3-4% response rate. It was about delivering targeted messages to key decision makers; repetition was key to the program’s success.
The value proposition was to access RightNow’s deep stash of educational resources so that, each month, the target would receive a topical asset that would inform and update them on new trends or analysis in their industry. In return, RightNow would increase its visibility with this key audience and leverage that awareness when its sales team reached out to establish direct relationships with the audience.
The lead nurture program started in 2007 and is now in its third year with some 80 different informational assets mailed to six key vertical segments over that time.
The lead nurture program has become the foundation for RightNow’s Target Account marketing activities. The database of Target Accounts has been leveraged by RightNow’s sales team to support their own outreach efforts. The mailings provide a great excuse to contact prospects each month to ask if they got the asset or answer any questions. The program has been expanded this year to include customer expansion opportunities as well as new prospects.
