Kronos – Online Lead Generation

To successfully introduce a condensed version of their workforce management solution for small- and mid-sized businesses, Kronos needed to overcome the perception that they were too expensive, too big and too focused on large companies. We attacked this misperception at the source — the customer. We developed a database-driven, dynamically-generated web site that allowed users to guide their own experience, creating a customizable view that includes only the most relevant services to their business. “Too big” quickly became “just right… and tell me more.”

Case Study

Discover

Kronos is the market leader in time and attendance and workforce management solutions. They created a condensed version of their product for small- and mid-sized businesses called Kronos Essentials. Our goals were to increase brand preference among small and mid-sized businesses, which perceive Kronos as being accessible only to larger corporations, and to increase the number of qualified leads from these businesses. Research suggested targeting manufacturing, long term care and government/education market segments.

Formulate

To engage executive management, payroll, human resources and IT titles across industries, we needed to develop a platform which captured and qualified lead information and presented variable content. Speaking to each audiences’ unique needs and providing content specifically relevant to their choices would enhance the conversion rates.

Execute

Nelson Schmidt developed an integrated campaign for the Kronos Essentials product portfolio. The central feature of the campaign was a database-driven, dynamically-generated web site, KronosEssentials.com which allowed users to enter their specific needs to receive customized material. A content management system (CMS) provided variable offers of white papers or research studies to maximize and categorize the traffic going through the sales lead capture mechanisms. Direct response pay-per-click (PPC) and online display advertising, print ads targeted specific customer types with personalized offers generated increased site traffic.

Measure

Marketing qualified leads from KronosEssentials.com exceeded plan by 15% and conversion rates increased by over 200% in the first six months.