Genesys had adopted a global campaign strategy for demand generation, but needed to develop a structure that would make these campaigns more valuable and usable by the regions—while allowing corporate marketing to optimize ROI.

Successful global campaigns must strike a balance between strong, consistent messaging and the need to be relevant and appropriate in diverse markets. We developed an approach that provides the regions with a range of tactical elements that can be easily customized for their markets. At the same time, we made global online marketing efforts the cornerstone of the lead generation effort. Two other elements were critical to the program’s success: developing compelling, information-based offers and a parallel “C-level” campaign to elevate the dialog.

The first two campaigns exceeded goals by more than 40%. Nearly 50% of leads were “net new” contacts to Genesys. Pushing the envelope with online media (such as creating a game show) yielded strong results.