A new database marketing model has helped Microsoft lift prospecting email and telemarketing response rates by as much as 300%.
The efforts to promote software development products were targeted at IT professionals and executives in companies ranging in size from home offices to Fortune 500s, according to Erick Freligh, senior marketing manager, US execution services.
The model—which uncovered new “communities” to which prospects had affinities—also helped Microsoft reduce its cost per acquisition by more than 50%. MeritDirect helped Microsoft create the modeling process. Criteria looked at included white paper downloads, webcast attendance and newsletter subscriptions.
Previously, Microsoft relied on more traditional rented lists—such as magazine subscriber files—to find folks with purchasing and decisions making authority. Going forward, they plan to stick with the community-focused approach.
“Early returns have created a compelling story to expand this engagement-focused strategy,” says Freligh, noting that it has allowed Microsoft to help track the types of conversations its audience is having online. “This strategy has dramatically improved tactical results and is building consumption of prospect data for targeting.”
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