Problem
GE Corporate Financial Services, a business unit of GE Commercial Finance asked ClearGauge to help them generate qualified leads more efficiently throughout a long, complex buying cycle. Corporate Financial Services targets corporate executives and influencers in search of various types and amounts of corporate financing and loans – $10 million in size or greater. Specifically, Corporate Financial Services wished us to increase qualified registrations for immediate sales contact as well as for thought leadership newsletters.

Solution
ClearGauge’s team provided an efficient, measurable method for expanding the target base and generating qualified prospects, placed them in the pipeline for nurturing towards sales. Key elements of this online prospect relationship marketing program included:

• Defining, augmenting and refining segmentation
• Building dialogue and interaction with prospects to drive them along the buying cycle
• Setting benchmarks for valued behaviors and activities
• Monitoring and measuring valued prospect activities and behaviors
• Creating a continual optimization loop whereby learning consistently improves results

Results
This ongoing campaign has significantly dropped Corporate Financial Services’ cost per qualified lead by as much as 937%. And based on a modest 1% sales closure rate of the leads that selected the “Find Financing Now” option, the 2004 program has created a sales pipeline of nearly $275 million – driving the return on media spend to $2,350 for each dollar invested.

These successes were accomplished by setting benchmarks, gaining insights for optimizations related to messaging, landing pages, search engines and other online media.

"ClearGauge is a consultant, advisor, and extension of my marketing team, focused on on-line marketing tools, techniques and activities."
    -- Senior Vice President, Interactive Marketing

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