lead generation + media
Banner was tasked with delivering qualified leads to the Riverbed sales team through white paper promotional activity. Riverbed is ultra-strict when it comes to rejecting leads which don’t meet requirements, so diligent campaign management was needed.
Using quarterly budgets, white paper programmes were set up to drive response via email and web promotions. Leads were gathered, checked against the extensive exclusion list and detailed filter list and, if correct, were sent onto the client via secure FTP (to comply with data protection). Leads which did not fulfil the criteria were returned and reconciled with the publishers.
Contracts were in place with certain publishers, so a rebate based on volume of spend was applicable and could be rolled into additional activity.
To boost awareness via lead gen, a number of live webinars were recorded which delivered leads and promoted the wider Riverbed message.
We generated 3,570 leads with approx 10% over delivery. The success of the campaign led to the EMEA team extending the white paper programme into more countries across the region – directly indicative of how the white paper programme influences the sales cycle.
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