Company: Truition, Inc.
Contact: Mike Hennessy, VP of Marketing*
Location: Toronto, Ontario, Canada
Annual revenue: Confidential
Number of employees: Fewer than 30
Truition, Inc. is a provider of hosted on-demand e-commerce solutions. Its technologies power online stores for retailers and brand manufacturers such as Sirius Satellite Radio, Philips, Major League Baseball, Dell Financial Services, and ShopNBC.
Despite having some well-known clients, Truition was not well known as a major e-commerce player. The challenge for Mike Hennessy, Truition's VP of marketing, was to find a way to get Truition onto prospects' radar screens, quickly establish trust, and generate quality leads for the sales force in a fiercely competitive industry.
Using a classic direct-mail package and a brilliantly simple strategy for getting through the mailroom and onto their prospects' desks, Truition earned a quick campaign return on investment (ROI) of 200% and flooded its small sales force with leads. All that was achieved with its first-ever direct-mail initiative.
With Q4 on the horizon, looking at his company's revenue targets for the year ahead, Hennessy faced the perennial dilemma common to many B2B marketers: how to fill the sales funnel with quality leads now to get an early jump on sales-cycle activity in January.
The challenge was to execute a compelling campaign that put his small e-commerce company on the map but also established the company as a knowledgeable, expert e-commerce partner.