November 12, 2018
A great example of using lead generation to target qualified leads to maximize ROI is our client AppointLink. They show that if you build it (correctly), they will come.
AppointLink has an excellent product targeted specifically at law schools. It seems there is such a thing as too much communication; students and faculty were bombarded with messages from different channels (email, Blackboard, TWEN, Dropbox, etc.). Plus, while teachers had a lot of tools at their disposal, they were disparate and not integrated.
MyLaw is a simple, elegant solution for a communication platform for law schools. The only problem was reaching their target audience and telling their story, so it was clear, concise, and compelling. Before engaging Spoke, AppointLink spent a TON of money travelling to different schools and meeting with various deans. While the did have a decent return on their effort, it wasn’t enough.
Spoke created a highly targeted, integrated campaign to the deans at 200 top law schools. The first touch point was an email that warmed the prospect up for an oversized Mad-Magazine-Style fold-in that illustrated their current pain, and the simple solution that MyLaw delivered. A website was launched as a landing point to show how MyLaw could help law schools. This included a great video to highlight the tool (check it out at trymylaw.com). All of this lead up to a tradeshow event, where the sales team met with warm leads and closed more deals at that one show than they did the entire previous year, at a FRACTION of the cost.
You can follow AppointLink’s example and also make lead generation work for you. Learn how to decode your qualified targets to hit them with the right message at the right time with our Targeted Lead Decoder.