3marketeers | Creative | Case Study: Skype boosts awareness of benefits to business users


3marketeers was able to develop and execute an effective multi-pronged marketing strategy that helped raise awareness of Skype solutions for the enterprise. And along came an industry marketing award in the process!
Barry Castle, Director of Product Marketing for Enterprise
 

Opportunity

Skype, a SaaS platform designed to enable individuals and businesses to communicate and share files, realizes approximately 80% of its total revenues from businesses. However, business users and co-workers are not aware of the benefits of using Skype as a company standard for collaboration. The company?s goals have been to increase enterprise sales by building awareness with key business decision makers to improve business productivity to complete tasks effectively.
 

Solution

3marketeers created several new B2B nurturing multi-lingual campaigns for Skype worldwide?managing the process from beginning to end including design, copy, programming, implementation, reporting and fully integrated with the eTrigue DemandCenter marketing automation lead generation platform. 3marketeers also researched and procured targeted contact lists to add to the already well-populated Skype database that with eTrigue, we were able to outreach and manage more than 4 million contacts.
 

Results

Marketing automation has enabled Skype to generate more multi-lingual campaigns, collect and nurture marketing leads through online communications and real-time activity tracking. In just 45 days Skype successfully launched enterprise programs in twelve regions with impressive results including:
  • Increased qualified leads over 650% for its enterprise sales team
  • 65 registrations per in-person Lunch-n-Learn without adding cost
  • 400% more programs managed without adding staff
  • The 2011 DemandGen Report Sales & Marketing Alignment Award recognizing the Skype B2B lead nurturing campaign created by 3marketeers and supported by the eTrigue DemandCenter marketing automation platform.

    The program has since been expanded to include on-demand webinars, live webinars, and additional regional Lunch-n-Learns for commercial-mid-market audiences.
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    SCOPE

    Company  >  Skype, Inc.
    Industry  >  Services, VoIP, Emerging Market, International, Communications Systems, Video Conferencing, Business Applications, Telecom
    Discipline  >  eTrigue, International Localization, Lead Generation, Advertising, Demand Creation, Online, Messaging, Webinars