Case Study: RightPoint/e.piphany

Lead Generation for Industry Verticals

RightPoint, now e.piphany, wanted to educate prospective customers in telco, banking and finance, and e-tailing on the company's CRM Personalization solution via Web seminars.

The two-part Web seminars for each vertical market included a general education session introducing RightPoint and its personalization technologies, highlighted with customer case studies, followed by a software demo and a custom drill-down with technical experts.

Summit Strategy Partners set a creative theme focusing on the benefits of the personalization software and highlighting the ease of attending the Web Seminar. The invitation included an executive letter, custom envelope, a reply card, and an event card that served both as an agenda and as a desktop reminder. The mailing was sent to a list developed from RightPoint's database and several trade-magazine lists.

Web seminars suffer from a cancellation rate as high as 50 percent. To combat this, Summit Strategy Partners suggested a Palm Pilot drawing to be held at the end of the second seminar for each vertical market. Summit Strategy Partners helped RightPoint reach its target of 250 attendees for the seminar series. RightPoint's marketing director noted that no-show rates were at about 29 percent, considered excellent for Web seminars.

Read Next Case Study