Business Services Industry
Case Study: Focus on c-suite helped webmethods score a hit.(Insurance)(Brief Article)
B to B, June, 2005
Objective: Avoid commoditization and get noticed, not just by IT decision-makers but by C-level insurance executives who approve and benefit from webMethod's services.
Strategy: Aim at top management, a small group that subscribes to similar publications. Place ads in publications that offer annual executive awards. Identify business priorities and match them with tech solutions. Use attention-getting direct campaign in which executives received remote control cars.
Results: Follow-up generated double-digit response to the direct campaign, with high-level customer prospects taking part in executive roundtables.
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