 |
 
| situation: |
An industrial air filtration systems manufacturer
was experiencing declining inquiry counts from an on-going print
mailing campaign. Channel members were expressing frustration
with lead quality and timeliness. |
| response: |
FGI implemented a search engine marketing
program to, first ensure leads were sales-ready, and second,
improve lead processing speed. The program initially focused
on natural listings rankings based on priority markets and products. |
| results: |
Within weeks of the program launch, channel
members confirmed web-based leads, referred from search listings,
were sales-ready, often with specified product interest and application
criteria. Leads were qualified and distributed to channel members
within hours, rather than days. Leads referred from search listings
more than doubled those from the print direct mail program. |
|
