Many LeadJen programs start with our clients expressing a need to better understand their target marketplace. It could be that our clients want to better understand competitive presence or market share, complimentary technologies being used in the market, contract length and renewal time frame, department size and/budget, etc. When working with new clients, we often start the campaign (I’ve heard this described as a ‘white space’ campaign in the past) with the goal to set appointments and also gather important information about all accounts that can be used to build targeted campaigns in the future.
Step One: Initiate a “white space” campaign where the by product, in addition to appointments, is data that helps the client devise an ongoing marketing strategy with a more targeted focus. In many cases, this will involve a much larger set of data and the same campaign structure will be used across all targets until more information can determine the treatment going forward.
Step Two: Based on the data outcomes from “Step One”, new campaign structures/cadences are defined. Now, the original data set is broken down into several different data sets and each data set has its own strategy.
Example: Many LeadJen clients that target the healthcare industry recently found that the value proposition is much more valuable if they could reference their solution as complimentary to the existing EMR (Electronic Medical Record) technology. When launching the original campaign, many clients only had this information for a handful of accounts. So, “Step One”, allowed LeadJen to identify the existing EMR solution, which allowed “Step Two” to focus on a targeted message and strategy based on the existing EMR solution. This targeted message was MUCH more relevant to prospects and generated MUCH higher results!