buzzgen cracks the code for cost effective B2B marketing for FICO Decision Management solutions..

cracks the code
for FICO B2B
Lead Generation.
What can we do for you?

Who is the client?
FICO provides analytics and decision making services including credit scoring intended to help companies make complex, high-volume decisions.

FICO’s Decision Management solutions combine world-class analytics and innovative applications to give organizations the power to automate, improve and connect decisions across their business. FICO also helps millions of individuals manage their credit health through the website.

What is their need/goal?
FICO needed to find a cost effective way to engage a very niche business audience for their Debt and Recovery management systems.

What was the clients problem/goal/need?
Previous digital marketing efforts had proven costly, and yielded poor and/or no measurable results. FICO had doubt if digital marketing could work for their niche offerings.

What did buZZgen do for them? Specifically what strategy and tactics were used to improve results?
buzzgen designed a cross-platform effort that focused on multiple aspects of the target demographic using newsletters, social sites, LinkedIn email, banner ads, text ads and custom promotional emails around the niche target market.

The campaign was further refined by applying cross targeting, by job titles, industry, job function, industry group participation, frequented website, industry news

What was the outcome for the client?
The campaign yielded a record number of leads, and became a ‘poster child’ for many other niche product marketing efforts at FICO. The LinkedIn email portion of the campaign was one of the most successful in LinkedIn’s history, becoming an internal case study for all their sales teams and also resulted in both FICO and LinkedIn being featured in DM Review Magazine around the campaign efforts.

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