Overview:

http://bidart-ross.com/

Bidart & Ross, Inc. is an independent firm specializing in the management and guidance of corporate benefits investments. The firm’s business is narrowly focused and, as such, Bidart & Ross required a marketing program that would increase brand awareness and enlighten the very niche CFO, human resources and endowment fund CEO audiences about Bidart & Ross’ 401k, pension and endowment fund expertise. Research indicated that the most effective means of reaching these audiences was through email, then directing the audience to focused landing pages where they could download white papers. Ding created an umbrella campaign that consisted of regularly pulsed email messaging offering timely investment management information for the key audiences. The campaign thereby elevated awareness of Bidart & Ross. Additionally, the campaign’s aim was to transform “cold” calls into “warm” calls through lead generation.

Goals:

• Increase awareness of Bidart & Ross among corporate benefit and financial decision makers
• Create a program with demonstrable tractability for ROI feedback, while providing critical lead generation
• Provide prospective client database with branded, downloadable Informed Sponsor Report white papers that covered benefit investment and management topics in-depth

Results:

Since the campaign’s inception, the average open rate has been off the charts, 12% on average, reaching a high of 17% for the latest eblast. Typical open rates hover between 2-8%.

While the campaign has provided remarkable trackability and feedback data (for instance, which investor topics are preferable, which subject lines pull the best, etc.), it’s true success is gauged by the queue of “warm” leads the emails have generated. Bidart & Ross’ sales team is actively following up on each Informed Sponsor Report white paper download. They’re finding that the lead-generated contacts are receptive to their calls and are scheduling face-to-face introductory meetings.