Case Studies

Learn more about DemandGen's lead nurturing services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 Nurturing the value out of an evaluation. Complex activity-driven nurture delivers increased conversions and a better user experience. SITUATION A complex product at Dell KACE targets busy IT system administrators, who like to tinker with software before making decisions. A free evaluation of the product was available, but the marketing team found that managing requirements for the trial was labor intensive, and that many prospects didn't get around to installing or working with the product before the trial period ended. DemandGen helped the Dell KACE team design and implement an automated nurturing program that begins with free trial licensing and continues with friendly and informative communications throughout the trial period. Integrated with a data warehouse, the program provides a means for Dell KACE to manage and monitor user activity, delivering relevant content at each stage of the evaluation period: up to and including personal sales contact when appropriate. Within just a few months of the program's initiation, trial conversions had already reached 30% and continue to increase. Marketers are always trying to fi ll the top of the demand funnel, getting people to raise their hands—but the truth is that not everyone who responds to a marketing campaign is ready to buy. In fact, a huge void exists between the very fi rst touch with a lead and when that lead will be ready to buy, as most fi rst-responders from B2B companies are not ready to engage with a salesperson at that point. This evaluation stage is where lead nurturing can pay pretty big dividends. For Dell KACE, the challenge of moving prospects through the evaluation stage was amplifi ed by the target market for the company's system management appliances: IT system administrators in organizations with 100 – 5000 employees. "These are the folks who maintain end user desktops, handle software deployment—essentially the people you call when you get the blue screen," explains Larry Stein, Director of Marketing at Dell KACE. Typically this prospect is a male aged 25-45, SITUATION Free trial process was manual and labor intensive, and many prospects became stalled. SOLUTION DemandGen set up automated delivery of free trial information as well as ongoing support and encouragement. RESULTS The rate of conversion to installed users improved by 30%. We have a strong, long-term, committed partnership— DemandGen understands our business." − Larry Stein, Director of Marketing, Dell KACE

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