SkillSoft is a worldwide provider of online training and learning technology products for business and IT professionals. Fully committed to research and development in this ever-growing sector, it offers innovative solutions that are flexible and interoperable with customers’ existing learning systems. Products include virtual classroom technology, informal ‘on-demand’ learning products, and IT and business skills courses.
We were approached by SkillSoft to help them deliver multi-channel lead management campaigns across DM, emedia and telephony. The key objective for all activity was to increase course bookings and generate leads for the internal sales force.
To achieve these objectives, we developed and delivered one-to-one communications programmes that made use of online and offline direct mail, always containing a URL personalised for the recipient. The purpose of this is to individualise the message and drive the audience to visit their own, unique microsite.
Once at the site, the visitor’s activity is tracked, and response is measured. Each visitor is classed as a ‘warm leads’ and is then followed-up by telesales. This approach has generated course bookings of up to 7.2% – an impressive increase of 4.4% on previous activity.