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

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

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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.