IBM (STG) HANA Direct Marketing
Lead Generation Campaign CreativeB2B Lead Generation

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The Facts:

Client
IBM (STG) – Global technology and consulting firm.

Project
Extension of IBM HANA Global Campaign to generate sales leads for IBM’s HANA solution.

Services
Creative
B2B Lead Generation

How We Made It Happen
• Graphic design
• Print and collateral
• Copywriting
• Telemarketing

The Challenge
Following the IBM HANA Global Campaign developed by Make It Happen, IBM wanted to extend the campaign to a highly targeted – and difficult to reach – local audience. To achieve this required a direct mail option which would effectively build on the digital assets already available.

A targeted, creative approach – incorporating the direct mail piece and outbound telemarketing – was needed to communicate both the benefits of the HANA solution, and why prospects should choose IBM for HANA over their competitors.

The Solution

The messaging on the envelope and cube was supported by a DL insert that provided additional key solution messaging, as well as details of a special offer in which prospects could receive a complimentary copy of the hardcover book, SAP HANA: An Introduction.

Following delivery of the DM, a targeted outbound telemarketing campaign was conducted. In addition to effectively profiling contacts, the telemarketing aimed to achieve one of three objectives: setting up a meeting with an IBM rep, securing an appointment for a demo day, or booking a session for an IBM and SAP HANA Discovery Workshop.

The Results
While the campaign is still in its early stages, the telemarketing follow-up has indicated a positive recall rate of the direct mail piece.