Shell Lubricants' BullsEye program generates 36% response rates with unique messaging for each distributor!

The Summary

The Shell Lubricants’ sales team approached 3marketeers after seeing a BullsEye! program we had created for Cisco and their channel partners. As a result, Shell Lubricants, a division of Royal Dutch Shell, tasked 3marketeers to build a demand generation program targeting large consumers of commercial lubricants — driving sales opportunities to regional distributors for follow up.

The Opportunity

Develop an innovative approach that would leverage a key differentiators for Shell Lubricants; Service and Support. The program needed to launch with many different distributors, each with a very small audience of only 200 target accounts. And we needed to be able to get new distributor programs in market in under six weeks.

The Solution

3marketeers worked with the Shell Lubricants sales and marketing teams to ensure messaging was in line with their brand. We developed a unique “Dozen Donut” mailer that could be personalized for each prospect, and drive to a personalized microsite unique to each distributor. Leveraging BullsEye! we were able to set up unique dynamic versions of the microsite that leveraged personalization specific to each partner and the individual prospect focusing on their specialty (Fleet, Construction, General Manufacturing, or Mining).

A unique meeting incentive was included that could be fulfilled from anywhere – donuts for your whole team when we meet.

The Results

The Donut BullsEye! program went live to the US sales team in under a month. Based on program success, the program was expanded to 40 launches for distribution partners, each needing prospect data validation, as well as sales team training and coaching. With a 34% average response rate from prospects, the program was quickly scaled to adapt to additional verticals, markets, and sales teams of various sizes, from 2 to 20 sales reps.

The unique meeting incentive proved to be very beneficial to expanding the size or meeting participants.

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