Problem
Dow Chemical Specialty Monomers asked ClearGauge to help them generate qualified leads to fill their sales pipeline with prospects in the Plastics, Rubber and Composites industries. This Dow business unit has a long, complex buying cycle - as long as 2 years from point of interest to point of sale - making their sales pipeline crucial to the growth of their business. The qualified leads were defined as those following the user specific behaviors of: increased number of sample requests, increased number of technical questions and increased number of general inquiries/opt-ins.

Solution
ClearGauge’s team provided an efficient, measurable method for expanding the target base and generating qualified prospects, placed them in the pipeline for nurturing towards sales. Key elements of this online prospect relationship marketing program included:

• Providing Online Media Venue research and an assessment which was the basis for determining optimal venues such as British Plastics & Rubber, Composites Manufacturing Association, Composites World, E-Composites eNews, Google, Overture, Plant Service, Rubber & Plastics and World Wide Composites within prioritized segments & budget
• Developing methodology for providing further segmentation by application and activity options
• Developing and implementing creative tools, landing pages, and reporting methodology
• Launching and optimizing program and providing a monthly report as well as a program ending learning report which contributed to integral site improvements such as:
• shortening the opt-in form early in the campaign which significantly decreased the abandonment rate and therefore increased the number of qualified opt-ins
• adjusting creative and content which improved the response rate and activity level on the site

Results
This continued campaign has achieved dramatic increases in the highly valued activities specified in Dow’s plan to increase more highly qualified sales leads:

• A 58% increase in Highly Valued Activities
• A 120% increase in opt-ins
• A 165 % increase on visits to information pages
• A 256% increase in actions taken on site vs. last year
• A 351 % increase in total visits to application page vs. last year

ClearGauge was also able to achieve a 33% reduction in cost of the average cost per sign up/lead. All of these successes were accomplished by setting benchmarks, gaining insights for optimizations related to messaging, landing pages, search engines and other online media.

"During the online campaign, the activities of highly valued prospects, such as inquiries for more information, increased by 20 percent, and technical inquiries increased by 70 percent."
    -- Christy English, Marketing Manager, Dow Chemical Specialty Monomers

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