Description:

Generating leads is one of the most basic yet challenging tasks for services marketers, especially in an environment of buyer caution and skepticism. This case study explores the highly successful lead generation initiative at Wipro Technologies, one of India's leading IT services firms. By creating a highly-integrated program built around a series of Web-based activities, Wipro has been able to substantially increase the number of quality leads from Fortune 1000 firms and directly contribute to dramatic revenue growth.

Wipro's lead generation program centers around a comprehensive prospect intelligence system that provides a 360 degree view of all marketing and sales contacts and supports carefully-targeted outreach efforts. Combining extensive "pull" activities, such as Web publications, search engine marketing, and online seminars with selective "push" activities, such as targeted telesales, direct mail, and e-newsletters, Wipro has been able to achieve dramatic gains in lead generation and shortening the sales cycle.

The case study highlights Wipro's lead generation strategy, prospect intelligence database, campaign initiatives, results, and lessons learned.