BtoB

Agency develops Web tool to guide leads

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“Motorola’s Enterprise Mobility Unit features one of the industry’s broadest portfolios of products that solve a variety of data collection, collaboration and communications challenges faced by supply chain professionals. Due to the wide array of products to choose from, it was hard for businesses to know what solution was the best fit for them. Eric Mower and Associates (EMA) developed a lead-generation, Web-based tool called Solution Advisor which was designed in such a way to allow customers to self-identify what interests and application challenges they have. Then the Web tool would recommend products and services that fulfill their individual requirements. To drive demand, EMA developed an outbound marketing communications program consisting of online advertising and e-mail. To date, Motorola Solution Advisor users have created nearly 600 custom solutions, and the program has yielded above average conversion- to-lead rates.” —JOHN FAVALO, managing partner-Group B2B at Eric Mower and Associates, Syracuse, N.Y.
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