Lead Qualification & Nurturing

Lead qualification is more than just methods of distribution. It is truly understanding the quality of each opportunity, "warming" leads to get them closer to a decision and feeding sales the information they need to succeed.

Crimson helps our clients optimize their lead qualification and nurturing though effective:

Drip Process Definition:
Are your leads qualifying themselves effectively? Are your distrbution rules automated and easy to understand? Do your marketing people see the results of your campaigns? Crimson can create automated drip processes to reduce the amount of initial manual processing and create create a steady drip pipeline.
Qualification:
Are your teams up to speed on the current goals in order to qualify the right people? Are you taking advantage of both internal and external sources to improve lead quality? Are your manual and automated processes well integrated? Crimson has created robust qualification processes and guidelines that will help you deliver the campaign results you need.
Nurturing:
Do you have a process to help leads accelerate through the buying cycle? When leads tell you "no," do you have a good secondary offer? Are your campaign metrics being fed back real time to optimize success? At Crimson, our lead management experts will design processes to ensure that the leads you capture are carefully nurtured to provide additional opportunity in the future.

Recent Work and Case Studies

Effective Lead Management Campaign to Drive Revenue

Facing declining revenue from a historically significant channel business, the world’s second largest computer manufacturer sought significant new enterprise revenues without hiring expensive direct outside sales reps.

CHALLENGES

Decreasing channel revenue from enterprise segments due to leakage into growing Retail channels

Develop a program which targets end users directly, but integrates channel partners into process

Gain trust and commitment from channel by sending only qualified opportunities to channel partners

Generate incremental revenue, and track (daily) results of lead, qualification and sales processes

SOLUTIONS

Developed a program which targets end users directly, but includes channel partners in fulfillment

Designed and implemented a closed loop lead generation system to generate, execute, qualify and measure results

Rationalized a segmentation strategy and leveraged an existing prospect contact database

Created a compelling offer, campaign messaging, and launched the e-marketing campaign

Implemented an end-to-end lead qualification and fulfillment process leveraging internal resources

Automated a daily results dashboard to show results of each lead and opportunity stage and conversion

RESULTS

Expecting only 100 leads, customer was blown away that over 6000 qualified leads participated in program

Directly measureable $60 Million of incremental pipeline was generated from this program

Within the first 2 quarters, we directly measured $15 Million in incremental sales from this program

According to the executive “for the first time, Marketing and Sales are actually aligned”

Innovative Online Marketing Campaign to Improve Partner Revenue

Crimson was tasked with transforming the way a leading IT infrastructure company serviced their SMB and mid-market customers. Crimson developed an online strategy and created an online tool to facilitate management and delivery of marketing campaigns, more effectively reaching their audiences. As a result of our work and the tools we delivered, the company experienced significant improvements in customer satisfaction and increased customer engagement.