Initial Situation
A leading global server manufacturer possessed thousands of installed base customers in the SAP market. The goal was to execute up-selling and cross-selling measures for new products and additional services. However, important customer data was spread over a variety of database systems and were therefore not available in the quality needed for direct marketing programs. Thus, lead generation activities were implemented using rented address data which included little exploitable information concerning the customers and caused high quality costs for marketing and sales. GP+S was commissioned to develop a new go-to-market program for the SAP market in the globally most important countries, create and administer a new customer database, to execute compelling lead generation activities and to improve the results of the cross/up-selling measures strongly.
GP+S Services
- Development and execution of a central lead generation process to centrally manage the worldwide server installed base in the SAP market
- Software development and database management to plan and execute the lead generation measures with existing customers
- Execution of several telemarketing campaigns to profile the customer data in the USA as well as in the core markets in Europe and Asia in the respective national language
- Statistical analysis of customer data regarding current needs and requirements of the customers
- Continued central and global planning of up- and cross-selling activities on the basis of potential analysis (data mining) in the newly developed database
- Planning and execution of permission marketing with an e-newsletter and a specific landing page on the web
- Development of direct mailings and short brochures for lead generation
- Support of the invitations measures for large SAP customer events with participation of the server manufacturer
- Generation of high quality leads and distribution to sales in various countries
Results
- For the first time the server installed base customers of the GP+S client in the SAP market could be effectively profiled and efficiently analyzed
- The high-performance, central database increased the productivity of the clients’ Marketing and Sales organizations and reduced the costs per lead
- Based on the specific lead generation measures up- and cross-selling-potentials of existing customers were realized and the revenue with SAP customers were increased. At the same time the sales effort was reduced
- High data quality due to the continued processing of the market segments
- By using the targeted and more individual go-to-market approach with specific offers adapted to its customers’ actual needs the GP+S client was able to improve its image
- By managing the activities centrally a coordination of the marketing measures in the SAP market was possible. This enabled the GP+S client to better manage the frequency and intensity of contacts, thus to increase the satisfaction of the customers with the overall communication leading to a higher probability for successful lead generation
