BtoB

Babcock & Jenkins focuses on database-driven marketing

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Babcock & Jenkins, a Beaverton, Ore.-based direct-marketing agency founded in 1992, has achieved success by focusing on b-to-b work with an emphasis on database-driven marketing.

The agency was co-founded by partners Bill Babcock and Diane Jenkins, who are both still on the agency's board.

"When the agency was founded, the partners recognized that traditional agencies were focused on creative and didn't truly understand the data side, and that the back end is the foundation of good direct," said Denise Barnes, president of Babcock & Jenkins.

"Since its founding, the agency has made a very high level of commitment and investment in building out the data and capabilities to support traditional direct marketing," she said.

Those capabilities include traditional direct marketing, database marketing, online marketing, strategic consulting, lead management and channel management.

Babcock & Jenkins has also carved out a niche by focusing almost entirely on b-to-b, which makes up 94% of its total business.

In 2005, the agency had revenue of about $8 million, a number it expects to grow by 40% this year.

"A lot of our growth this year has come from new-client acquisitions and existing clients embracing the fact that they have to establish long-term relationships with their customers," Barnes said.

Clients include Ciena Corp., FileNet Corp., Intel Corp. and Sun Microsystems. This year, the agency added new clients Network Appliance, Siemens USA, Sterling Commerce and Workstream Inc.

For Sun, Babcock & Jenkins developed a channel partner program when Sun's marketing team was tasked with delivering qualified enterprise leads to priority resellers.

The agency began with a precampaign survey to test different offers and messaging. It then worked with Sun to develop an integrated campaign?including direct mail, e-mail, telemarketing and online marketing?to drive prospects to a microsite where they could register to win prizes in a sweepstakes.

Leads were passed to Sun's telemarketing group for further qualification, then on to Sun's channel partners. The direct mail program achieved a 3.76% response rate, which was three times higher than results from the standard format previously used. The campaign generated 120% more registrations than expected.

For Ciena, which makes networking software and products, Babcock & Jenkins developed a lead-generation program to drive demand for Ciena's FlexSelect software architecture.

The agency developed an integrated campaign?including direct mail, e-mail and telemarketing?with an offer of a FlexSelect toolkit to users who responded with a direct response card or online.

As part of the campaign, Babcock & Jenkins used its proprietary lead management system to track leads that came in, actions taken on them and revenue generated.

Leads generated by the direct-mail piece were more than three times higher than expected, according to the agency.

"We use an approach we call connected strategy, integrating direct mail, e-mail, telemarketing, banners, newsletters, print, microsites, events, podcasts, webcasts and social media into one-to-one communications for our clients," Barnes said.

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