The worldwide program manager for lead generation at a Fortune 50 technology firm called Frantz Group’s CMO campaign their most successful of 2012 because of the quantity and quality of opportunities it generated.

Some background: the company approached FG in 2011 to help them break into the C-level at competitive accounts that were hand selected by their account executives. You can read about that program here, as it started an avalanche of seven C-level campaigns, the most recent being this CMO program.

The objective of the CMO campaign was to reach out to about 2800 contacts to address one of the hottest topics in the industry – how the partnership between the CMO and the CIO could drive more business. A success for the campaign was to arrange a meeting between the CMO and/or CIO with an account executive. The goal was to arrange 29 such high level meetings. Our program delivered 54 meetings which is 186% of goal!

Getting the attention of a C-level contact at medium to large companies is always challenging because they are busy and have high expectations. Frantz Group has done a number of C-level programs and has developed messaging and approaches that have proven effective at breaking through the C-level gatekeeper. This effectiveness results in greater success.

The most successful metric for marketing programs is ROI. This CMO program cost totaled $58K and included data work, messaging, emails and outbound teleservices. The opportunity value of the pipeline we created was over $5.5M using a conservative valuation and it does not reflect the true potential of the relationships these meetings will start. It’s worth noting that due to the success of the initial CMO campaign, it turned into a program that included a total of 4 CMO campaigns.

To minimize costs and streamline processes, Frantz Group worked out of the client’s marketing software systems. This facilitated database changes, lead scoring, lead passing and appointment setting. It also provided a closed loop system and metrics for the project for them.

We’ve been told to expect more C-level work in 2013. We’re excited and ready to go! For more information, contact us via the Learn more button to the right.

Frantz Group is a business-to-business marketing operations strategy and execution support company serving the technology industry. We bring strategic marketing expertise to guide our clients’ planning and an arsenal of modern integrated tactics to fight for their success in the market. With almost two decades in business, Frantz Group has demonstrated the ability to perform successfully across a range of economic cycles, target industries and diverse technologies.