Zend Technologies Germany: Successful lead generation campaign

The Task: To support the sales team of Zend Technologies in the acquisition of prospects new leads were to be generated by a whitepaper campaign in the target online media.

The Implementation: First step of the campaign planning was the consolidation of existing content with the help of Dr. Haffa & Partner: with a package of four white papers with purely technical aspects as well as product orientated background knowledge there were sufficient information on hand to launch the campaign. At the same time Dr. Haffa & Partner and Zend jointly defined the target group and checked if the target group was addressed exactly by the content. Then Dr. Haffa & Partner researched relevant online media and invited offerings of three different publishing companies.

We recommended a period of two months for the campaign. That is the optimum period to be noticed by the users with that amount of content and to generate the maximum number of leads.
Together with Zend we opted for a publishing company with a flexible offering, a broad reach and target users.
Dr. Haffa & Partner took on the complete handling with the publisher: passing on new content, writing teaser texts for the white papers, handling and coordination of the weekly pre-lead-lists with Zend.

The Result: With its package of five white papers and video Zend reached the exact target group and generated in a short period of time a high number of top quality leads. With these contact data the sales team immediatetly began the acquisition of prospects. Individual offerings were made exactly according to the downloaded white papers. On top Zend achieved a branding effect by this campaign and was able to strengthen its position as opinion leader of PHP.

„With the support of Dr. Haffa & Partner and in the course of the lead generation campaign we immediately could get in touch with our target group. This was a very precious source completing our customer acquisition activieties"

Jürgen Langner, Intern. Marketing Director bei Zend Technologies.