MODintelechy rapidly crafted a phased “crawl-walk-run” approach to address the challenges. The initiative began with the “Don’t Let Your Power Run Out” campaign, focusing on software renewals, alongside a new software licensing acquisition program. This comprehensive effort included campaign branding, microsite development, SEO, paid search campaigns, and the design and execution of a software trial nurture program utilizing Marketo.

A multi-disciplinary team was assembled at lightning speed, combining expertise in creative, UX, SEO, paid search, marketing automation, and sales-marketing integration. The engagement kicked off with a detailed analysis of the buyer journey, particularly around the 30-day free trial of SYBASE PowerBuilder. Due to limited buyer journey data, the MODintelechy team leveraged their experience to strategically map out a contact journey that aligned with the discovery and trial process.

The initial contact strategy featured a series of 5-7 emails triggered by lead scoring, designed to inform the sales team of the optimal times to engage (or not engage) with prospects during the trial and renewal phases. To drive prospects to the trial, MODintelechy developed a new microsite backed by strong keyword research, which was instrumental in both SEO and paid campaigns. The real impact came as MODintelechy continuously optimized the program post-launch, reducing the cost per lead from over $100 to under $15 within three months.