Summary

• From the Key Equipment case, we learned how to

  • Create relevant and highly targeted prospecting lists that the lead managers would believe to be credible.

• Develop direct-mail communications from each lead manager that permit effective telemarketing follow-up.

• Have outbound telemarketing associates work closely with the lead managers.

• Create a lead-generation database that tracks and identifies the business generated by the lead managers from this program.

• From the SalesLogix case study, we learned how to develop

  • An online event registration system.

  • A global campaign information database into which marketing managers input campaign details through a Web interface.

• From the BMW study, we learned how to

  • Set up a 6-week communication program aimed at targeted prospects.

  • Use variables to score prospects.

  • Deliver personalized content and information to each responder.

• From the Weekly Standard, we learned to modify messages to prospects based on what we have learned about those prospects.

• From the timeshare study, we learned a two-step process: Sell them a tour, and let them buy the timeshare while they are on the tour.

So what have we learned overall from these studies?

• Long-term customer loyalty should be a prime consideration during customer acquisition. It rarely is. You can test this in your company by determining the LTV of your customers by segment.

• Mass marketing may be the best method of acquiring some customers.