Microsites with a Mission Can Become Lead Funnels for Sales :: nelson schmidt

Microsites with a Mission Can Become Lead Funnels for Sales

There was a day when a small, campaign-specific web site, commonly known as a microsite, was used purely for branding. That was before the day of micro-targeting. Now marketers can get away from the electronic billboard metaphor, and super-charge a microsite to be a lead-generation powerhouse.

Nelson Schmidt has created lead-generation microsites for some of today’s leading consumer and b-to-b brands. What they have in common is a singular focus on feeding qualified leads to a waiting salesforce.

A recent example is the microsite created for Kronos, Inc. The case study below describes a microsite that encourages individuals within several key markets to select what their role is in the company as well at their chief “pain point.”

Case Study: Kronos Essentials Microsite

Kronos is the market leader in time and attendance and workforce management solutions. They created a condensed version of their product for small- and mid-sized businesses called Kronos Essentials.

Discover

Our goals were to increase brand preference among small and mid-sized businesses, which perceive Kronos as being accessible only to larger corporations, and to increase the number of qualified leads from these businesses. Research suggested targeting manufacturing, long term care and government/education market segments.

Formulate

To engage executive management, payroll, human resources and IT titles across industries, we needed to develop a platform which captured and qualified lead information and presented variable content. Speaking to each audiences’ unique needs and providing content specifically relevant to their choices would enhance the conversion rates.

Execute

Nelson Schmidt developed an integrated campaign for the Kronos Essentials product portfolio. The central feature of the campaign was a database-driven, dynamically-generated web site which allowed users to enter their specific needs to receive customized material. A content management system (CMS) provided variable offers of white papers or research studies to maximize and categorize the traffic going through the sales lead capture mechanisms. Pay-per-click (PPC) and online display advertising and print ads targeting specific customer types with personalized offers generated increased site traffic.

Measure

Marketing Qualified Leads (MQLs) from Kronos Essentials microsite exceeded plan by 15% and conversion rates increased by more than 200% in the first six months.

When you have a product that can be many things to many people, consider a microsite that allows users to customize their experiences. In the hands of skilled marketing technologists like Nelson Schmidt, it can become the primary source for capturing qualified leads from every segment.

Contact us to learn more about Nelson Schmidt’s extensive capabilities to help you build and deploy powerful lead-generation microsites.

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