Sungard® Availability Services™ (Sungard AS) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force.
As a company that rigorously tracks and measures the ROI from its various marketing efforts, Sungard AS knew that increasing the revenue contribution from demand generation meant either a) driving more leads into the top of the funnel, and/or b) increasing the rate at which those leads convert into sales. In support of the company’s aggressive growth plans, the marketing team set out to focus energy on increasing the rate at which raw inquiries converted to qualified sales leads, opportunities and deals.
In early 2014, Sungard AS hired B2B demand generation agency Spear Marketing Group to audit their current lead nurturing programs and to recommend improvements, with two main objectives:
• Increase the rate at which new leads and existing prospects convert to Marketing Qualified Leads (MQLs)
• Improve deliverability and overall email performance as measured by open and click rates
Spear conducted a thorough audit of the company’s lead nurturing process, and presented a series of recommendations, focused primarily on segmentation, offer strategy, email cadence, and creative. “Sungard AS had solid creative in place and a very sophisticated nurturing program,” says Howard Sewell, Spear President. “Our job was to build on that foundation and identify opportunities for improvement. We were able to provide new ideas based on our pool of experience and what we knew was working for other companies in the tech space.” Read More