Challenge: Group 1 Software (now a Pitney Bowes company) developed a new product named DataSight to improve data quality for customers. The sales force needed to generate leads for this new product in the market.
Solution: Created a three dimensional direct mail campaign promoting DataSight to the financial industry. Data quality for customers is critical for this industry and this was emphasized by headlining the direct mailer with a quote from the Gartner analyst firm. The letter promoted the value of DataSight and also highlighted the blue chip customers using the product to establish credibility for the new product. The call-to-action included a request for a white paper written by Peppers & Rogers on maximizing data quality. Prospects could respond to the letter through several means – email, the website and phone.
