The Problem: An Underutilized Database

Although Cisco’s enormously successful sales groups had accumulated a huge client and prospect database for direct marketing, Cisco lacked an effective system for categorizing and monitoring the resulting leads. Only one respondent group – those ready to buy immediately – was tracked for sales attention. Sizable numbers of other, valid prospects were misidentified; even prospects expressing a clear intention to buy in a future period were not being tagged for follow up.

The Solution: Lead Nurturing

To help Cisco fully capitalize on its database, Strand & Associates implemented an innovative “lead nurturing” strategy. This structured, multi-layered program of direct mail and email contact and response tracking allowed Cisco to progressively improve the quality of information (and follow up) associated with each record.

Most notably, the new system allowed Cisco to better manage prospects with stated buying plans far in the future – so that the sales team could act on these leads at the right time.

The Result: New Sales Leads

The lead nurturing approach allowed Cisco to significantly extend the value of its existing database. Valuable, future leads that would previously have “slipped through the cracks” were identified for high-priority follow up in accordance with the customer’s buying schedule. With no additional investment in acquiring customer names, Cisco was able to identify and effectively manage large numbers of additional, highly qualified prospects.