Norgren Sets the Leads Generation Bar High - and 90octane Helps Clear It
Norgren, a leader in motion and fluid control technologies, ensures competitive advantage for their customers by providing the tools they need to create
faster machines, improved machine performance, increased reliability and lower cost of ownership.
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Challenge
Norgren set a high goal for themselves and the 90octane team. The objective was to move quickly and generate 2,000 leads in approximately 6 weeks,
while simultaneously decreasing their current cost per lead from $75 to $50. In conjunction with this Norgren sought to build the foundation for
long-term success in their marketing projects by creating new tools and systems.
Solution
Facing demanding time constraints, 90octane began with a detailed, custom strategy. This included a balanced mix of online media and tactics. Using
targeted direct response media such as custom e-newsletters, email list rentals and pay-per-click advertisements, 90octane prompted prospects to
do everything from download white papers to request custom-made product samples. 90octane sought to bring in not only a substantial volume of
leads, but high-quality leads as well. To continuously track the volume and quality of leads the team developed two custom Interactive Solution
CentersTM, 90octane's proprietary metrics-based lead generation sites, customized for Norgren.
Results
90octane exceeded the 2,000 lead benchmark by 63%, bringing in 3,261 leads, while decreasing total cost per lead to $34.21 - beating the $50 goal. And,
through the two Interactive Solution Centers 90octane and Norgren have gained critical learnings about Norgren's audience. One discovery was that
offerings geared toward the individual as well as the individual's business had a promising registration conversion. This and other learnings are being
employed in campaigns launching in the near future.
For more information, please contact info@90octane.com
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