Here was the challenge.

LexisNexis needed to generate leads for their Juris software among midsize law firms, but the only “offer” they had to generate interest was an annual survey that showed how midsize firms responded to various issues about firm profitability.

So how did they address it?

They initially came to Pearson & Co. asking for an email campaign that would use screen grabs to spotlight their software's functionality. Unfortunately, merely talking about how their software helps improve profitability isn’t as compelling as proving it. That’s where Pearson & Co. stepped in.

What did Pearson & Co. do for LexisNexis?

In order to generate leads, we needed to have offers that delivered real value. And since the software was about law-firm financial analytics, we needed to show how information revealed by the Juris software could help firms increase revenue and profit.

We burrowed into their survey details to surface key metrics that would help firms analyze and find profit. We then mapped them to key capabilities of the Juris software to demonstrate how it could deliver the financial insight they needed.

We reverse-engineered the data values from the survey to create five Web-based ROI calculators. Recipients could enter just a few facts about their firm to uncover how a small change in firm behavior could result in considerable firm profit. A five-touch campaign (print and email) evangelized how each key metric individually contributed to firm profit—with a final touch that combined all previous metrics to show profitability across the entire firm.

What happened?

The client was initially skeptical that we could convert survey data into five unique online ROI calculators that only required two to three data entries from the user. Not only did we accomplish this, but its success was confirmed when prospects not only tried the tools but passed them along to colleagues and peers.

Now, here's what YOU need to do.

If you need to break through to a new audience and engage them in an ongoing dialogue, call Jenée Difu today at 408-540-5305. Or, if you’d like to explore additional best practices, click here.