Research shows SMB customers prefer dealing with Business Partners rather than buying directly from the manufacturer. The challenge: to find a creative way to get the Business Partners' attention and convince them to recommend IBM products to their SMB customers. To break though mailbox clutter, get past gatekeepers and reach key decision-makers, a "brain teaser" strategy was used to identify and target the hottest leads. A dimensional DM package featured a puzzle and call-to-action to visit an interactive site for solution and to provide a detailed self-profile. Personalized follow-up calls were used to qualify leads and confirm incremental revenue potential.

The puzzle proved irresistible, driving Business Partners to the interactive site to find the solution and complete the profile. Using relevant, time-sensitive, high-value offers (Win an IBM ThinkPad; $3,500 sales credit; or an IBM-produced and printed Success Profile for winning Business Partner), and breakthrough creative, the campaign exceeded all expectations. 44% or more than twice as many unique firms than expected responded to the mailer. Of that number 38% of Business Partners have committed to increased sales of IBM product. Within the first 6 months of the 12-month campaign, incremental revenue increased by 68%, surpassing the target objective by 11%.