| Case Study | 
| NetHawk & Topica by the Numbers: 41 Campaigns
over a 6-Year History for One Fortune 500 Client!
Client
Since 1996, NetHawk Interactive has specialized
in media buying and strategy for technology companies. Their expertise spans all
disciplines of lead and customer acquisition, including: list brokerage, co-registration,
whitepaper downloads, and software trial campaigns. They are also currently expanding
into "RSS" with www.itfeedstore.com, which provides a fresh channel for marketers
to syndicate content as it is requested by subscribers.
Objectives
NetHawk initially came to Topica in 2000,
their objective was simple: to find a cost-effective, quality source of fresh
leads for its growing list of high profile technology companies. As time went
on, NetHawk came to realize that they also needed a solution to qualify and respond
to leads in a timely manner to keep them interested in their clients’ products
and services, and ultimately converting them to customers.
Solution
Through partnership with Topica, NetHawk has successfully achieved its clients’
objectives of acquiring new leads, managing those leads and converting them into
customers. Specifically, Topica has provided:
-
Lead Acquisition
Topica places opt-in subscriber ads for NetHawk clients
on highly trafficked registration paths across the Internet. Topica then collects,
validates and scrubs these opt-in leads from NetHawk’s subscriber opt-in
forms and transfers them into NetHawk’s Topica account for lead nurturing.
- Conversion Optimization
NetHawk uses Topica to capture
leads on a variety of landing pages from advertising and promotions for its clients
– including their white paper program which also utilizes hosted landing
pages to manage and distribute their white papers. Autoresponder emails immediately
welcome each subscriber, and automatically put them into the lead nurturing cycle.
This lead nurturing includes a combination of informational and promotional email
messages, highly targeted to increase conversion of subscribers and website visitors
to customers.
“ We're pleased with Topica's acquisition and conversion
programs, primarily because our client keeps coming back. Thanks Topica! ”
Robert Mendez
Chief Executive
Officer, NetHawk Interactive
Results
The success of Topica’s lead generation
and conversion technology is reflected in the number of return campaigns that
NetHawk has run through Topica. One of NetHawk’s major clients – a
well known Fortune 500 company – has been using the Topica solution for
more than six years, generating more than 4.5 million opt-in leads over the course
of 41 campaigns. NetHawk and Topica continue to work together, providing online
lead acquisition and conversion solutions for major technology companies and online
businesses.
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