Case Study: webMethods, Inc.

Using Lead Gen to Educate the Market

As a leading provider of XML-based integration software, webMethods bore the burden of educating its marketplace on the benefits of XML. Summit Strategy Partners led an executive-level direct mail campaign on behalf of webMethods. Summit Strategy Partners determined the selection criteria for leads and sourced contacts from four list sources, leveraged the company's new identity, and targeted a CXO audience. Summit Strategy Partners sent a letter from the Vice President of Marketing at webMethods offering an XML white paper. With the letter was a tri-fold brochure containing background information on webMethods, XML technology, and on the white paper to be delivered upon request.

To track the effectiveness of the lists, a code system was used. Approximately 29,000 letters were mailed. Reply vehicles included business reply cards, a specific email address, a tracked toll-free number and a Web form to capture leads.

Approximately 800 leads were captured in the campaign, exceeding the target of 650 and representing a stunning three percent return. The client contact remarked that she had never seen such a large response to a direct mail campaign conducted with this level of prospective customer.

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