At the beginning of this decade, online marketers seized upon online seminars, or Webinars, as a hot new marketing tool. It allowed them to communicate in a highly collaborative fashion with a target audience, channel partners, investors, and customers.
In 2003, that's how Bulldog started - as a Webinar company that helped B2B marketers manage what was then a new and complex marketing tool. But we soon realized that Webinars also provided an excellent platform for our clients to jumpstart conversations with potential customers. So alongside our commitment to providing flawless execution of Webinars themselves, we set a new goal: to develop an airtight system that would draw people to attend Webinars.
Qualifying and Delivering Leads
Drawing the audience was just the beginning. We soon created a turnkey solution that allowed us to qualify these audiences and deliver actionable leads to Sales departments of our clients. Around each of our Webinars, we built a “wrapper” of people, processes, and technologies, all focused on our method of approaching any lead-generation challenge: the 5Ms.
Let the Data Speak
We also added functionality like lead scoring to our lead-generation process, to help qualify or rather seperate the wheat from the chaff. With this we were enabling Marketing to provide Sales with hot leads - not just names and phone numbers. The latter is all too often the case as, contributing to the usual alienation between both departments.
But Bulldog way is about even more. We also capture and provide facts and evidences about our clients’ marketing process as a whole. The act of Lead marketing is not a one-time event. It is a process that unfolds over time, and one that must be supported, refined, and guided by hard data. Evidence based decision making says that "facts + the implementation" fuel performance increase. We couldn't have said it better. All too often decision making in marketing is seen as an art rather than science.
Lead-Generation Products
In 2006, we added more. Inspired by our commitment to data-based decision making we launched: Bulldognostics and the BulldogIndex.
That year, Bulldog also added other modes to its marketing tactics arsenal. We began providing lead-generation podcasts, lead-generation rich-media banners, microsites, and other products. All of these focused on helping our clients target their potential customers and helping them convert them into sales engagements.
Lead Life-Cycle Management
Because leads don't buy on your sales timing, many of the registrants we are able to capture are not immediately qualify for a sales engagement and don’t produce a high lead score. In order to address this problem, Bulldog added an important new process in 2007: Lead Life Cycle Management or LLM.
Relying heavily on automation software, LLM comprises a set of complex processes that create fully personalized and automated marketing e-mails, which engages these not enough-qualified leads until they are ready to be handed over to Sales.
Today and Tomorrow
Alongside these technological advances, we also continue to expand our professional services capabilities. Today, we are able to unleash the full potential of lead marketing enabling technologies by implementing it at the client side. In conjunction with what’s done on our end, this enables us to fully capture and analyze information about your future customers’ interaction, needs, preferences, and their stage in the buying cycle.
We’ve come a long way from the Webinar company we were in 2003. And each phase of our growth was a direct result seeing a challenge in the B2B marketing field and then figuring out the way to overcome it by employing people, processes, and technologies. The rewards are the unparalleled successes achieved by our many repeat clients.
