Deploy a data-driven, customer-focused communication to identify highest potential value prospects. Focus on common business needs ('Today's Essentials') and match specific IGS offerings against those needs. A dimensional DM package drives prospects to an interactive site where they profile their company's needs. Profile used to create targeted communications. To encourage web profiling during Wave 1, respondents could win a one-year Land Rover lease or one of 10 digital cameras. In Wave 2, respondents and non-respondents could win an IGS 'White Paper on Budget Control' and re-enter Land Rover lease contest.

This multiple mailing campaign built strong momentum and sustained interest over several months, from October to March 2003, when the invitation to an executive breakfast featuring a leading North American economist drew a capacity crowd. The dimensional package was the flagship of the campaign, and when the program had run its course through Wave 1 and Wave 2, it had surpassed the targeted response objective by 20%. The campaign proves the power of employing relevant offers in B-to-B direct marketing. Offers with high-perceived value and relevance help lift response significantly. Leads are being converted at 2.5 times higher than forecast.