An online and offline direct mail firm, specializing in personalized printed communications recently approached MacGillivray and Lee. The company had recently launched their new service for corporate customers. But the service was not performing as they had hoped. With ML on board, the goal was to elicit the right information from current and potential corporate customers in the form of an email and phone survey. The challenge was to take a topic that was difficult to explain if the customer or prospect had never seen the product or used the service, and create an easy-to-understand and complete survey.
ML created and implemented a two-part marketing survey designed to gain insight into the needs of large corporate customers and mid-market businesses. The results of the survey were used to modify both the product and service in order to meet the needs of current and potential corporate customers. Based on some of the initial contacts ML made during the survey process, the team expanded their role to focus on targeted contact list development within specific vertical markets and geographies, with the objective of scheduling appointments for the company's sales team.
"We needed a team that could get up to speed quickly, be knowledgeable about our products and services, and deal with customers and prospects in a professional demeanor," the company's chief marketing officer said. "The MacGillivray and Lee team rocked and rolled their way into several key companies, jump-starting our corporate business. Without their expertise in getting to the right executives and landing over 150 appointments, we would not have been able to so swiftly get into the door of such companies as Citigroup, Ralph Lauren, Allstate and Peoplesoft."
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