Hewlett-Packard Itanium Systems: Integrated lead generation

Customer
Hewlett-Packard

Challenge
Accurately identify leads likely to invest in HP Itanium systems and invite them to test a new, optimized Itanium platform.

Target audience
End-users in technical computing field.

Solution
An automated web-based process identified genuine leads likely to purchase new Itanium systems. Leads were automatically pre-qualified before being passed to the telemarketing agency.

Results

• The process generated 38 genuine leads with a budget of €100,000 ($114,000) each to invest in computer hardware from a direct mail sent to approximately 1,000 HP customers.
• Telemarketers could contact pre-qualified leads within minutes of their details having been entered.
• The convenience, speed and efficiency of the process reinforced prospects’ opinion of HP as a company offering outstanding service.
• Automated web-based process was highly cost-effective and did not burden internal HP resources.

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