2008 – 2010
The Modicon product management and marketing teams engaged ResponsePoint to build a customer re-engagement campaign that targeted the companies who had purchased the Modicon product during the previous 10-15 years.
The objectives of the campaign were three-fold.
- Refresh the database and build profiles on as many customers as possible, which would allow for the development and implementation of targeted nurturing campaigns to build the sales pipeline in the future.
- Uncover and develop qualified sales-ready leads for product retrofits, product upgrades and new product sales.
- Identify opportunities for a new repair service that was now being offered by Schneider Electric for both their own and competitive products.
During the first six months:
- 88 qualified, sales-ready leads were uncovered. The program sales forecast based on historical data suggested a strong ROI.
- Significant volume of repair opportunities were identified, which will allow for a large annuity-based business.
- Over 1,000 target accounts were profiled. The profile data included
- target contact information
- installed product information
- upgrade plans
- distributor and reseller information.
All of the data was used to drive nurture processes to develop more sales-leads during the subsequent six months.
