Lead generation case study

01 — Background

While working for a corporate travel management company in the biggest travel downturn in decades, my goal was to continue to acquire and retain corporate customers in a rapidly changing multi-touch media environment.

02 — The research

To create a successful multi-touch marketing campaign, we needed to speak to our audience's needs.

Research showed us that travel managers at our prospective client companies were focused on:

1. Using technology to monitor travelers

2. Understanding evolving travel programs

3. Optimizing travel spend and budget

03 — The process

As with any good strategy or campaign, a data-driven approach is essential.

Before launching a comprehensive, multi-touch marketing campaign, I set a baseline for current performance across the following channels:

04 — The campaign

The campaign would showcase how our travel technology helped meet our audience's needs as defined above:

1. Technology to monitor travelers

2. Evolving travel programs

3. Maximizing budget

03 — Results

Looking at quarter over quarter performance, we increased prospect opportunities/leads by 37% and total potential client revenue by 35%.