B2B Revenue Generation from the web - Morgan Cole Solicitors see a return on investment within one month - 3rd August 2009

"I have been impressed with the ease at which Trovus Revelations^TM has allowed us to gain new business for us. The return on investment came within one month when we had our first course booking as a direct result of my team managing the opportunity in a more informed manner. I have no doubt that Trovus Revelations^TM will continue to make a huge difference to our marketing of our training courses. " 

Ian Emery, Business Development Manager.

Background

Morgan Cole is a large UK law firm providing a range of legal services, guidance and training to public sector organisations, private sector businesses and individuals. The firm is one of just four providers accredited by the British Computer Society to offer a specialist data protection training course leading to a nationally recognised qualification - the ISEB Certificate in Data Protection.

Business Challenge

Having developed a dedicated website for the training courses, supported by search engine "pay-per-click" advertising, the firm needed to enhance its existing email and direct mailing campaigns by finding ways to target qualified organisations and individuals more effectively.

Solution

Morgan Cole's ISEB marketing team trialled the Trovus Revelations^TM solution for a month. Within just a few days, the effectiveness of the solution was quite clear. Day by day, new names were being listed, many of which represented genuine prospects for the course. In fact, it soon became clear that to target certain visitors the team needed to introduce a new process that would deliver tailored marketing material to individuals who were suspected to be responsible for data protection within the particular businesses.The information delivered by Trovus Revelations^TM allowed Morgan Cole to:

• See, each day, visiting organisations and businesses (Internet Service Providers had been excluded), along with the number of machines (presumed to be people) visiting from the business, the number of times they had visited and the total number of pages they had viewed.
• Analysis the page views, within each visit, to determine whether key pages within the site (such as specific, dated courses) were accessed, thereby prioritising any response by the firm's marketing team.
• Quickly search Google for details of the business, to qualify whether a follow-up should be planned. Where it was, a member of the marketing team called the business to obtain the name of the person responsible for data protection. This individual (or the Data Protection Officer) was sent a marketing pack, typically within a week of the previous visit.
• Indicate, through the Categories feature, which should receive a follow-up, which should be ignored and which should be monitored for future visits. This enabled the team to send marketing packs to those most likely to be interested in a course. Similarly, those that made a telephone or email enquiry, or were existing clients, were clearly marked. 
• Add those recipients of marketing material to the Watch List in order for the marketing team to be informed when another visit had occurred - most likely as a result of receiving the pack. 
• Follow-up with those that responded, by telephone, closing business more frequently as a result of knowing which courses (and related information) had been viewed in the past. 
• Integrate the visit data into the Client Relationship Management system, Interaction by LexisNexis, allowing any of the 375 lawyers within the firm to know when a contact of theirs (a person or a business) had visited the site or made an enquiry following a visit.
• Identify the search terms being used by visitors arriving at the site, which in turn allowed the pay-per-click campaigns to be updated with new terms that were becoming more frequently, thereby driving more traffic to the site and improving the cost-per-click. 
• Appreciate which terms were being used less frequently, but could be reflected within the content on the site's pages in order that natural search engine rankings were improved.

Results

Morgan Cole has seen a significant rise in the number of enquiries and can link these to visits recorded within the Trovus Revelations^TM solution, which is now paying for itself through the amount of courses being booked as a result of the initial visit being fully managed by the marketing team. Informed decision making has benefited the whole marketing operation through:

• An increased number of bookings, meaning more profitable courses
• More effective pay-per-click marketing
• Refining the CRM process and engaging with existing and new customers.

To find out more, speak to the Trovus team to see how they can help you achieve b2b revenue generation results like this.

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