Objective: Fair Isaac has a new underwriting risk and claims analytics solution for large insurance carriers. Objective was to introduce it to the marketplace and generate qualified leads and a proscribed revenue ROI from a lead generation and awareness campaign.
Challenge: Senior level audience, tough to reach. Complex product and very difficult to explain. Big-ticket price range.
The Solution: Develop a multi-piece, integrated lead generation campaign comprised of telemarketing, database development, email, direct mail, campaign microsite, trade shows, sales kits, tattoos, and dimensional mailers. Strategy drives all respondents to client-site "Dial it Up" workshops, run by senior Fair Isaac consultants, that offer benchmark information about competitive insurance companies' underwriting capabilities.
Results: The campaign generated a 39% response rate, a 12x ROI in recognized revenue, and a sales pipeline ROI of 60x.
