To prevent customers with older HP3000 technology from migrating to competitive systems and to capitalize on the client/server opportunities within the HP3000 customer base, the Client/Server Initiative group within Hewlett-Packard Commercial Systems Division (CSY) asked Mueller International to develop and implement an Integrated Marketing and Lead Generation Program.

The purpose of the program was to identify Class "A" selling opportunities within the HP3000 installed base and get them into CSY's sales pipeline. Qualified Class "A" leads generated by the program were distributed to HP's third-party Client/Server Integrators (CSIs) for sales follow-up.

This program was designed to achieve the following objectives:

Develop and implement a highly effective demand generation program that would successfully generate high interest from qualified prospects in HP's client/server technology.
Deliver HP's messages to the market.
Pull sales opportunities into HP's sales pipeline.
Enable HP to increase customer retention.

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Prior to developing and launching the promotional effort, Mueller International completed a Primary Market Research Study within the HP3000 installed base.
Designed and conducted a Direct Mail Solicitation Program targeting the HP3000 installed base. Creative design of the program was driven by the results of Response Motivation Research conducted with the market during primary market research.
Conducted a Telemarketing Follow-up Program as follow-up to the direct mail effort to identify qualified Class "A" leads for the HP Client/Server Initiative.
Designed and implemented a Collateral Fulfillment Program to provide qualified Class "A" prospects with additional product information. HP provided Mueller International with collateral material and a VHS video for fulfillment.
Developed and implemented a Closed-Loop Lead Management Program that distributed qualified Class "A" leads to the participating HP third-party resellers and tracked these leads to win/loss.

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Primary research identified the true "buying motivators" and "positioning statements" that should be communicated to the market. This market intelligence information has been instrumental to the success of the program and has enabled HP to position the HP3000 as a client/server solution. This positioning parallels the strongest market trends.
Generated 326 Class "A" and "AA" leads (HP3000 customers with immediate interest and committed budgets to purchase client/server technology) for CSY.
Participating CSIs describe the lead quality from this program as excellent.
Many millions of dollars of potential sales revenue have been driven into the CSI sales pipelines.
100% of the CSIs that are participating in this program are actively and enthusiastically involved in the program. The Closed-Loop Lead Management System developed and currently being implemented in this program is now considered by CSY to be the prototype for how to maximize the results of a marketing and lead generation program using a third-party reseller organization.


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