We produced a robust communications program with a two-pronged strategy. First, we customized our direct mail to vertical segments, offering solutions focused on the best business and technology opportunities within each industry.

Secondly, we targeted all those involved in the implementation of major technology efforts, from CEOs and CIOs at the highest levels to the system architects and developers critical to the purchasing decision. Each of our audience members received messaging and an offer customized to their position. To capture leads most effectively and measure the campaign’s performance, responders were driven to a landing environment also unique to their position.

We exceeded the prospect objective by 35%—with especially high response rates from those key to influencing the purchasing decision: system architects and developers. The cost-per-prospect was 11% less than objective. What’s more, the personalized landing and registration web environments provided a regular file of prospects that was integrated into Microsoft’s enterprise customer database, allowing the company’s sales channel to follow up usually within 48 hours of registration. Microsoft was delighted with the success of the campaign, extending it to further vertical segments with the same or greater success.