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How a B2B Company Went From Zero Brand Awareness to 190 Leads With Its First-Ever Direct-Mail Effort

by Pete Savage  |  
January 19, 2010
  |  20,129 views

Company: Truition, Inc.
Contact: Mike Hennessy, VP of Marketing*
Location: Toronto, Ontario, Canada
Industry: E-commerce
Annual revenue: Confidential
Number of employees: Fewer than 30

Quick Read

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.


Challenge

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.


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Pete Savage is a bestselling author, marketing consultant, and copywriter who helps marketing directors and business owners create content, including video, that drives sales. Get a free copy of Pete's new e-book B2B Marketing with Online Video.

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  • by Kirsty Wertz Fri Jan 22, 2010 via web

    Very similar to an approach we took at GE Money with help from The Kern Organization but we use pURLs for the landing pages to help personalize things.

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