Acquiring new business contacts: we provide EXIT-Industry GmbH with new B2B leads
We acquired numerous relevant and genuinely interested leads for EXIT-Industry GmbH. To do this, we sent out a subject-specific email, including a whitepaper, to the target group selected for the B2B advertising agency. Our editorial team created specialist content in the form of a journalistic article, which opened many doors for the agency in the subsequent acquisition phase.
Reaching decision-makers with targeted e-mail marketing
Target-oriented marketing campaigns are an efficient way of opening up new potential customers in the hotly contested B2B sector. Targeted e-mail marketing offers an opportunity to reach decision-makers and joint decision-makers both from large groups and from medium-sized and small companies. This marketing measure has established itself as an effective instrument for addressing target groups and can also be implemented quickly and economically. Companies can thus bring their products to the attention of potential interested parties, influence them in their purchasing decisions with lasting effect and, ideally, qualify them as new customers.
Gaining relevant business contacts with a genuine interest
The B2B advertising agency EXIT-Industry GmbH specialises in BRANTERTAINMENT and was established in 2012 with its headquarters in Stuttgart. The agency develops cross-media communication campaigns that create emotional brand contact for customers. Initial contact with Deutsche Messe Interactive (DMI) occurred as part of an e-mail campaign for the acquisition of new customers, a so-called lead campaign, which DMI realised successfully for an EXIT-Industry customer. Based on this fact, the advertising agency decided to carry out a lead campaign itself with the expert for dialogue marketing services.
The campaign served to communicate company-specific content to the target group and to establish contact with potential interested parties. EXIT-Industry was then able to make use of this from a sales perspective to transform the interested parties into new customers. EXIT-Industry commissioned DMI to generate 45 B2B contacts from the target group of decision-makers, joint decision-makers and employees with an advisory role in the marketing and PR sectors. For DMI it was a question of selecting this specific target group from the database and subsequently guaranteeing that the contacts were actually interested in BRANTERTAINMENT solutions.
Target-group-specific content and incentives lead to an above-average click-through rate
Through its access to the trade visitor and exhibitor database of Deutsche Messe AG with more than 3 million trade visitors, DMI selected the customer- specific target group from the data available. This first step is important to keep campaign wastage as low as possible and to offer recipients relevant content. In parallel, the campaign management team in close cooperation with the customer had a technically sound whitepaper – the DMI DIRECTOR’S BRIEF – created by a specialist editor on the topic of customer retention. Deutsche Messe Interactive is the publisher of this whitepaper format. The client is positioned as the subject sponsor through the use of its corporate logo in the DIRECTOR’S BRIEF. This creates a direct connection between the topic and the provider.
The DIRECTOR’S BRIEF forms the basis for the lead campaign. This is an e-mail mailshot that is drawn up in the name of DMI and sent to the specific target group. As part of the mailshot, the whitepaper, which is available for free download, is promoted thematically and a neutral recommendation of the topic sponsor is presented.
To enable retrieval of the free download, the mailshot is linked to an individual campaign website (landing page). With one click, interested parties can get directly to the registration area for the free download. In this case, the interested parties were asked to answer two subject-specific questions in the course of the registration and download process. These questions enabled DMI to qualify the contacts more accurately and thus to ensure requirements in terms of lead quality.
The data on interested parties generated in this way was checked by the DMI project team individually so that EXIT-Industry only received leads that corresponded to the target group criteria and requirements. The data was thus available to the client for further efficient acquisition.
We were convinced by the offer of Deutsche Messe Interactive as it came up with new opportunities for our customer acquisition.
Within a very short period of time we had the promised hot leads.