Case Study In Internet Marketing
Microtest Labs
The Challenge: Microtest Laboratories, a leader in testing services and contract manufacturing for the medical device, pharmaceutical, and biotechnology industries, needed to accelerate the generation of leads for their sales channel.
The Solution: Tiziani Whitmyre developed an ROI marketing program that offered a series of white papers as incentives in e-newsletter sponsorships, and print ads. The TW public relations team used their editorial contacts to publish the white papers as articles in an array of trade publications. When accessing the white papers readers were sent to a landing page, where they registered to download the white papers. The registration information was sent in real time to the inside sales department for immediate follow up.
To generate additional qualified leads, TW developed a new website and optimized it for higher search engine rankings. Within the first 60 days of the website release, traffic grew four times, with 75 percent of the visitors referenced from major search engines. In addition, the white papers were offered throughout the website, which brought additional sales leads to the inside sales team.
Results: In a nine month period, TW was able to generate more than 1,000 qualified leads. These leads helped increase Microtest's testing services revenue by 25% in the first quarter of 2007, compared to the 2006 first quarter.
