Find qualified leads in an exhausted prospect file

A developer of manufacturing execution systems (MES) software modules that track parts and materials throughout the manufacturing process selected TMP Direct to identify, profile, and continuously generate highly qualified leads for direct sales force follow-up.  These MES modules cost about $35,000 each.

TMP Direct identified that our real challenge was to (a) generate awareness of the product among potential buyers and (b) locate potential buyers in the elite group of 50-60 Fortune 500 multi-plant companies that were the only realistic prospects for this product.  To further complicate matters, a previous direct marketing supplier had located a total of only 100 leads in the previous 12 months.

TMP Direct developed a nurturing program with three phases, all of which utilized a relational database for both long-term tracking and reporting on key contacts and sales:

1. Profile 1200 prospects via an initial telephone contact, fulfillment mailing, and follow-up call
2. Re-contact people who showed initial interest to asses their current needs and provide additional technical literature
3. Periodic awareness-building mailings

As a result of this approach, 70 high quality leads were identified among the 1200 names within just three weeks of phase 1, plus new contacts were added to the database.  After phase 2, 60 good leads were passed on.  Additional leads resulted from phase 3 mailings.