Global IT infrastructure provider selects mardevdm2 for Demand Generation

About mardevdm2

The global data and marketing services division of Reed Business Information, a world-leading provider of business information and services. With offices in London, Chicago, New York, Singapore and Sydney, mardevdm2 provides unmatched global data and insight, demand generation and lead nurturing programs, as well as custom marketing campaigns that help B2B marketers effectively engage with their target audience.


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Mary N. Miller

Global Director, Marketing


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Oak Brook, IL 60523




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Sales lead conversions increased from 10% to 40% with DecisionMaker® Demand Generation


Oak Brook, IL—2 November 2011—mardevdm2 (www.mardevdm2.com), a global data and marketing services partner, announces the successful completion of a nine-month pilot  of their demand generation service with a global IT company, headquartered in the UK.


The company, an IT infrastructure provider, sells to mid-to-large organisations across multiple vertical markets and their product has an average selling price of £150,000/$225,000.


The marketing objectives were to increase organic growth through new lead acquisition and conversion and to re-engage customers who had become inactive. The IT provider partnered with mardevdm2 to develop a revenue-producing demand generation program. The plan began with segmentation of the target audience and included multi-touch campaigns, lead nurturing and scoring, as well as ongoing monitoring and metrics to determine lead quality.


The integrated program resulted in the Marketing Qualified Leads (MQLs) to Sales Accepted Leads (SALs) conversion rate increasing from 10% to 40% in 9 months. The ultimate benefit of the demand generation program was that the company increased their organic revenue by £6.5 million/$9.75 million during the 9 month period.


Additional benefits from the mardevdm2 demand generation for the company included:

·         A pipeline of £31 million/$47 million was developed.

·         Inactive customers were re-engaged and added to the pipeline.

·         Approximately 60% of the leads that took 2 or more actions converted into sales. 


“Generating leads was not enough for us,” says the head of marketing at the IT company. “We needed measurable results, in terms of sales accepted leads that converted from those that marketing passed on to sales, as well as revenue that could be tied to the program. mardevdm2 was quite thorough in their engagement with us. The marketing and technical team provided straight-forward feedback and metrics we could act on in the short term to make sure we got the greatest return on investment at each stage of the campaign.”


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