This document summarizes a direct mailing campaign conducted by a sales development team. It was sent to 183 small and medium business decision makers with the goal of generating interest for a sales call. The mailing highlighted key customer data and was signed by a sales rep. It resulted in a 9% opportunity conversion rate, an 18% closing rate on deals worth $35,200 total, and an additional $78,000 in active proposals. The campaign achieved a 32 times return on investment and helped speed up the sales cycle according to sales team feedback.

1. MARKETINGLinkedIn Confidential ©2012 All Rights Reserved 1
• Objective: reach SMB DMs and generate curiosity/interest warming lead
for a SD call
• What is it? a hard copy direct mailing highlighting key Merlin data for
each account with a brief intro signed by Sales Dev rep
• 183 SMB prospects
• Sent to decision makers, followed by SDs
• Results
• 17 opps created @ 9% conversion rate
• 3 closed won @ 18% conversion rate - US$ 35.2K (average deal size – US$ 12K)
• 8 Opps on Proposal sales stage – US$ 78K (pipeline)
• ROI of 32x
• Learnings and SD feedback
• Faster sales cycle
• Average deal size US$ 12K X US$ 7.6K
• Helps reach and engage contact; viral effect, DMs circulate
hard copy internally with other contacts
• Marketing enabled SD to own the flow (who to send, when to send)
allowing scale
Water bottle direct mailing

2. MARKETINGLinkedIn Confidential ©2012 All Rights Reserved 2
Water bottle direct mailing

3. MARKETING
Sales Force Campaign
LinkedIn Confidential ©2012 All Rights Reserved 3