The Client:
Enkitec is a Dallas-based information technology services firm specializing in Oracle. Their database consultants average 15 years of hands-on Oracle experience, making them some of the most knowledgeable Oracle experts in the country. They offer services in Oracle Database Administration, Oracle Application Development and their unique On Call Service – an innovative offering that provides remote services for Oracle Systems. With a rare mix of development and database administration expertise, Enkitec has the ability to step into the largest, most complex environments and instantly make an impact.

Situation:
Enkitec wanted to generate leads for its three primary offerings (mentioned above). Additionally, the leads would have to be highly qualified as Enkitec's sales executives (all senior level) would have neither the time nor the patience to deal with unqualified leads.

Objectives:
To generate qualified leads for Enkitec's sales force that would help them sell the company's three primary offerings (Oracle DBA, Oracle App Development, On Call Service).

Strategies & Tactics:
Creating a Lead Machine campaign that would produce leads for all three Enkitec offerings was going to be somewhat tricky, given that a visitor might be interested in only one of the products and would be uninterested in – or worse, annoyed at – the noise of information about the other two. Obviously, we had to make even the potentially uninteresting parts, well, interesting – and for the most, disappear completely.

As usual, we began with our need to create a direct mail piece that would be interesting enough to draw the recipient to the Lead Machine sitelet. The sitelet would then have to provide information in a fun manner while filtering out the information deemed irrelevant to the visitor. And because of the sales executives' needs for highly qualified leads, we had to find a way to further qualify the visitor as they moved through the site without scaring them away.

We created an intriguing and personal direct mail piece and sent those to the prospects. The piece invited the prospect to visit a personalized sitelet. Once at the sitelet, the prospect was greeted by name and ushered into a game show-like environment (see screen shots below). The game show theme – a combination of Jeopardy! and Who Wants to Be a Millionaire? – centered around the fact that the prospect had likely not heard of Enkitec. This site was built in Adobe Flash^® and Adobe Flex^®.

We should also mention that we custom-shot the models in this sitelet. And that the "models" in this sitelet were actually one employee, one President of the Frisco Chamber of Commerce, and one other employee of the Chamber. (The Chamber are right down the street in downtown Frisco and are members of our mutual admiration society we have going). We shot the models in the Farstar House, in the studio.

The game show host asked a series of questions before the visitor landed on the "quiz show categories" page. When the visitor hovered over a category with their mouse, a specific case study was presented. We scored each visitor based on the amount of time and frequency a visitor read each case study, if at all. On the following page, the visitor was asked about their various needs (which, of course, tied to Enkitec's offerings) and scored their answers accordingly. Once we combined these scores, we had a good idea what each visitor cared most (and least) about. This allowed us to customize the value proposition page – focusing on was most relevant and leaving off irrelevant information completely. We then combined all of this information into an email with the prospect's contact information and sent it in real-time to the appropriate sales executive for immediate, relevant follow-up.

Results:
We love the Results section on Lead Machine case studies because everything is so quantitative. Oh, and also because we're really good at them.

Out of the physical, snail-mail direct mail pieces sent to its prospect companies, an astounding 20% of those companies not only visited the URL, but actually went through the entire sitelet in order to learn more about Enkitec and their offerings. We can't talk about their ROI publicly, but we can tell you that we started working with Enkitec in March 2008 and since then we've worked on a second Lead Machine and various sales collateral needs – and the date of this writing is only six months later. Take that as proof that both parties are more than satisfied with the results.

The visitors landed on their own version of the home page – feel the intrigue:

Page 5 revealed that the sitelet was about Enkitec and offered case studies in the form of game show categories:

Page 7 helped us define just what exactly the visitor needed.  Part of the trick was writing the answers in a way that wasn't sales-y or typical, but still gave the sales person the information he needed:

Page 8 was customized to highlight only the services the visitor would find useful: