Marketing Challenge:
Increase awareness of and interest in "new" Intuit brand, and generate
highly qualified leads within a target group largely unfamiliar with the business
benefits of software applications.
The Context:
Intuit's Construction Business Solutions unit was formed after the company
purchased a leading software vendor that targets larger contractors with over
$3 million in annual gross revenues. Intuit faced a number of challenges: relatively
low brand awareness (the company's name changed after being acquired by Intuit),
inconsistent lead flow and quality and unsatisfactory lead conversion rates. In
addition, marketing communications were almost exclusively product-and feature-focused,
giving prospective customers little reason to respond. Print and online
media were under-utilized.
Crossbow Solution:
Working closely with Intuit's new management, Crossbow Group developed an integrated
campaign — mail, print and web — around an existing piece of marketing
collateral. The objective was to leverage legacy marketing communications
investments and infrastructure in order to control costs, as well as to increase
response rates. In addition, the campaign was designed to provide prospective
leads with editorially related incentives in order to give ICBS detailed information
about their prospects' demographic profile and propensity to purchase.
Results:
Response rates more than doubled, providing both inside and field
sales representatives rich detail on the leads they were provided. Cost
per sale was reduced by half.
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