CASE STUDIES

The Client: Forsythe Technology

Forsythe’s corporate website (above) had to serve many functions, making it difficult to promote prominently its IT Leasing business.

By creating a Microsite, www.leasewithforsythe.com, Forsythe could focus exclusively on its IT Leasing business and present the sales story in the same style, language, and order a Forsythe sales rep would in person — thus creating a digital sales rep that’s available 24/7.

Forsythe, a privately held $570 million IT infrastructure firm, was looking to increase its leasing business, which had been relatively flat but was seen as an opportunity for significant growth.

The Challenge:

Reaching and selling to the leasing customer presented quite a challenge. First, only 1,600 companies fit the preferred Forsythe target. Second, selling a lease to a large corporation is a complex undertaking, requiring a knowledgable sales rep and an educated buyer. Third, the target – primarily CFOs – proved difficult to reach efficiently. Fourth, content on the corporate website had to cover all of Forsythe’s services as well as handle human resources and internal needs, so it couldn't significantly alter its main website to even highlight leasing.

The Solution

The Well created a Microsite to focus exclusively on IT leasing and executed an offline and online campaign to drive the target to the Microsite. The Microsite contained a wealth of information on IT leasing – including leasing fundamentals and successful case studies – while establishing Forsythe as the authority in the industry. The site also provided the Forsythe’s sales force with updated training on leasing benefits, and an effective selling tool because a sales rep could direct prospects to the site for more information on leasing.

The Results

The entire campaign generated results well above industry averages across all media. For example, approximately 2% of all visitors to the Microsite requested a quote or asked a leasing question – and therefore became a lead. The email campaign had a 22% open rate and a 5.4% click-through rate. The direct mail campaign produced results as high as 12%.