Seminar bookings for a cloud computer firm
Finding prospective early-adopter clients
This UK firm was planning to offer colud services to small and medium organisations.
It had no sales force, and at the time there were no established keyword markets for retail cloud computing services. Search marketing, we informed the firm, would have little effect.
Research suggested that a specific type of organisation was most likely to be receptive to new approaches, so the plan was to use direct marketing to drive traffic to a website and filter/convert this to seminar attendees. In other words, to bring clients to the company rather than go to the expense of funding a salesforce.