HP PRINTING LEAD GENERATION PROGRAMCASE STUDIES
Reaching end-customers from within the channel requires an integrated approach. Fortunately, Ingram Micro is uniquely positioned to provide that integration—along with expert program management and turnkey solutions. In other words, only efforts that drive useful, measurable results are offered. For one vendor client, HP Printing, it was the perfect time to incorporate these tactics to bolster their current customer base.
Ingram Micro designed an integrated program that included a customized, channel-based, end-user lead generation campaign; distribution of end-user leads directly to HP’s resellers; and real-time metrics with closed-loop sales reporting. Every step was customized based on marketing objectives and ROI goals. We focused on 10,000 targets with a propensity to purchase printing solutions and products. These prospects were targeted with customized telesales talk tracks, teleprospecting, personalized emails, webinars and extensive reseller engagement.
The execution was seamless. Because every one of our lead generation programs includes results measurement, we knew precisely how the HP efforts paid off. Through our coordinated strategies and tactics, we drove up HP sales and provided a stunning 25:1 ROI.