This document summarizes a highly targeted marketing program that resulted in $37 million in revenue growth. It involved both internal and external efforts, including knowledge transfer, training, toolkits, communications, direct mail/email, webinars and conferences. The program focused on making the case for multiple solutions to key accounts. It engaged 37 of 420 corporate entities, especially in the Blues and Regional markets. As a result, the sales funnel saw increased revenue and new business from 25 of the 37 engaged accounts over quarter 1 of 2011.

1. Making
the
Case—A
Highly
Targeted
Marke5ng
Program
Revenue
Growth:
$37
Million
(
from
$255M
to
$292M)
Stage
Funnel
Impact:
25
of
the
37
Accounts
Internal
Program
u Knowledge
Transfer
u Markets
training
u Making
the
Case
toolkits
u Crea8ng
Excitement
u BPO
Blizzard
u Market
Leadership
calls
u Internal
Communica8ons:
Market
Ops
News,
TZ
Solu8ons,
TriZeGo
Today
External
Program
u Direct
Mail
and
Email
messages
targeted
to:
u Prospects
and
Customers
u C-­‐Suite,
VPs/AVP/Director
u Various
Calls
to
Ac8on:
u Assessment
u Webinar
u Conferences
u Leveraging
the
message:
u Third
Party
AHIP
Banners
u
Product
Launches
Sales
Enablement—Making
the
Case
• Problem:
Needed
to
increase
Q1
pipeline
• Timeframe:
Prep:
3
months;
Program:
3
months
• Pipeline:
$37
Million
Increase;
36.1%
in
BPO
• Bonus:
Interacted
with
25
of
37
key
accounts
Overall
Engagement
16%
by
the
Markets
Making
the
Case:
Engagement
by
Corporate
EnTTes
Market
Overview
Total
#
Parents
EnTTes
Sent
Campaigns
EnTTes
Engaged
%
*
Blues
37
37
18
49%
NaTonal
25
23
2
9%
Regional
165
85
16
19%
Emerging
193
85
1
1%
All
420
230
37
16%
*
Engagement
rates
are
above
average
for
Industry
Benchmarks
Millions
Sales
Funnel
Impact
over
Q12011
(EnTTes
Engaged)
Key Findings:
u During
the
campaign,
highest
%
of
account
engagement
occurred
when
telemarkeTng
efforts
were
implemented
from
the
beginning
u
Over
Tme,
the
funnel
shows
growth
in
revenue
for
those
enTTes/accounts
that
were
engaged
and
had
telemarkeTng
support
from
the
beginning
u Two
markets,
Blues
and
Regional
added
7
and
5
new
ONYX
incidence
respecTvely
to
their
funnels
for
engaged
enTTes
u 180
downloads
of
the
Making
the
Case
toolkits—Facets
and
BPO
#1
and
#2
NewONYXIncidence
+
90%
+7%
-­‐10%
+16%
Opportunity
Impact
Q1,
2011
25
of
the
37
accounts
Program:
Persona-­‐specific
messaging,
proof
points,
ROI/TCO,
case
studies
and
assessment
to
make
the
case
for
MulTple
SoluTons