MLC Demand Generation Campaign


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For 128 years MLC has been helping their customers create the best possible future. As National Australia Bank’s wealth management partner, MLC are committed to providing investment, superannuation, insurance and financial advice to our corporate, institutional and retail customers.

 

BRIEF

Working with our lead management and inside sales strategy partner Longbow Solutions we were tasked with re-enaging BDMs with a select group of inactive advisors.

 

WHAT WE DID

Outbound telemarketing activity into inactive advisors required a warm, friendly customer service like approach. Our team were able to manage the myriad of feedback you would expect in a campaign like this – very specific issues that required escalation; general feedback both positive and negative and advisors who were open to re-engaging with their BDM and agreed to set an appointment to meet. The pilot campaign was executed over a 12 week period with meeting requests, opportunities and enquiries escalated daily. The advisors reacted positively to the proactive contact.

 

RESULTS

The campaign exceeded expectations with 17% lead conversion from completed contacts. The resolution of escalations would increase ROI to 19.24%. The pilot was considered a success and subsequent campaigns have been executed.

 



File under Demand, Finance & Insurance

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