Outstanding response rates and ROI for “Nortel Tornado” marketing campaign
21st November 2008 – UK-headquartered business consultancy Segmetrix has won the ‘Best Use of Data’ award at the B2B Marketing Awards 2008. The award recognised its advanced use of data analysis and modelling to help its client Nortel to identify, target and create campaign tactics to reach the most highly receptive and beneficial audience for its unified communications offerings. The Nortel Tornado campaign achieved an outstanding 40 per cent response rate and over $9m in booked and pipeline revenue, representing a huge 440 per cent return on investment.
Segmetrix used its proprietary modelling techniques to construct a highly targeted universe of potential customers and prospects, and analysed this to identify companies with the highest likelihood of buying Nortel’s unified communications solutions. This enabled the team of marketing specialists from Nortel, McCann Erickson and MRM Worldwide to create a highly focused campaign strategy that engaged companies in a number of ways and at multiple levels including CXO. The integrated sales and marketing activities included creating a mass-media ‘tunnel’ to capture commuters into London, 3D direct marketing and flat print mailings, complemented by direct sales contact.
This innovative use of business intelligence underpinned the phenomenal success of the Nortel Tornado campaign and spoke directly to the campaign’s objective of driving demand and closing sales.
Segmetrix CEO and founder, Amr Hassan, said: "Segmetrix is thrilled to have won this award. This campaign demonstrates very clearly the huge business value and real financial outcomes that can come from intelligent application of business data. We are finding that more and more companies are coming to us to find out how they can get these types of results. At a time of economic uncertainty, all businesses are under pressure to demonstrate the value of their marketing initiatives. Our customers know that we supply results-driven solutions that empower them with the analytical tools, expertise and structured execution framework to help them transform data into real competitive advantage, enabling them to create campaigns that they can be certain will work.”
Segmetrix based its analysis on its database of UK companies, taking into account Nortel’s historical transactional data, Segmetrix’ proprietary modelled data and external market data on the targeted companies. Its models indicated which of these has the highest propensity to purchase and profitability potential. Segmetrix prioritised the different clusters based on their ROI (return on investment) potential, using a multi-stage analysis which enabled messaging and tailored solutions to be prepared and to determine exactly which companies and individuals would be in receipt of different campaign tools and targeting methodologies.
Segmetrix is a UK-based business consultancy that specialises in providing companies with cutting-edge analytics, data visualisation and execution frameworks for profitable growth. Segmetrix consultancy and self-serve tools ensure that sales, marketing and financial resources are aligned behind data-driven action plans. Segmetrix develops proprietary analytical methodologies and data visualisation tools that empower its clients to identify customer and prospect opportunities, resource effectiveness and areas requiring corrective action.
Segmetrix solutions are available for Europe and North America. For more information, visit Segmetrix on the web at www.segmetrix.com
The B2B Marketing Awards are owned and operated by B2B Marketing magazine, www.b2bm.biz.
Nortel and all other company and trading names are the property of their respective owners.
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